Product placement is an advertising technique that companies use to discretely promote their products through a non-traditional advertising technique. It usually appearance through movies, television and other types of media to advertise the product or company. Product placement are often initiated between a product manufacturer and the media company in which the media company receives economic benefits. A company will pay a fee to have their product significantly featured in a movie or show. If viewers’ sees a product in a show or in a movie, companies hope that the product that was used by the characters will stimulate a reaction among the viewers and therefore they maybe buy the product. This made me think of how product placement can be both negative and positive in movies. If a film is overdone on product placement, it creates a mess on the screen that can distract the viewers from the story and it becomes very obvious that the film has been bought. The creativity in the movie can be restricted by the product company which is also a risk the moviemaker needs to take if he wants more money finance the movie. The movie “The Island” is a good example and famous for its obvious product placement. The moviemaker had no longer control over his movie, the companies had the power to advertise their product and they chose to advertise it openly. Product placement is also positive. The brand in the film can create or add realism to it. It can secure a film makers budget which means that the money from the company will sometimes secure that the movie is made. Take for example the James Bond movie, Skyfall that instead of drinking the traditional martini, Bond will be drinking Heineken. That’s because Heineken offered to pay lots of money to have their beer placed in Skyfall. If Heineken would not have offered to pay a big amount of money maybe the movie would not have been produced. When a company advertise their hopefully the