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Risky products in movies: a special type of the embedded message requiring special treatment?


Andriy Kovalenko, School of Business, PO Box 56, University of Otago, Dunedin 9054, New Zealand.



  • The appearance of risky products such as alcohol, tobacco and firearms, as well as their brand imagery, in movies can be supported by product manufacturers. This article discusses the argument for a disclosure advising consumers about the persuasive intent behind the appearance of some risky products in movies, drawing upon the ethical implications of product placement. Such a disclosure would protect consumers against the impact of promotional messages and allow moviemakers to separate their artistic activities from promotion of risky products.

Copyright © 2012 John Wiley & Sons, Ltd.