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The medium is the marketplace: Fictional-brand fandom and reverse product placement

Solomons, Gabriel

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Abstract

While product displacement, shop-dropping and murketing are all methods used to skewer or criticize our heavily branded world, fictional branding is often used in an effort to re-inforce the connection between the fan and the movie world created, demonstrating that even fake brands have real business potential once they become household names. This defictionalisation of imagined objects or hypothetical brands from the films in which they appear into the ‘real world’ reveal new meanings of ownership, identification and value – especially when we consider them in the context of an ever more consumer savvy landscape. What can we learn from the persuasive power of imaginary brands in a world where the boundaries between ‘fake’ and ‘real’ are becoming ever more blurred?

Citation

Solomons, G. (2017, November). The medium is the marketplace: Fictional-brand fandom and reverse product placement. Presented at 3rd International Conference on Semiotics and Visual Communication: Branded. The Semiotics of Branding in Culture and Context

Presentation Conference Type Keynote
Conference Name 3rd International Conference on Semiotics and Visual Communication: Branded. The Semiotics of Branding in Culture and Context
Start Date Nov 3, 2017
End Date Nov 5, 2017
Acceptance Date Nov 4, 2017
Publication Date Nov 4, 2017
Peer Reviewed Peer Reviewed
Keywords branding, semiotics, film, object studies, reverse product placement, fictional brand fandom, murketing, shop-dropping
Publisher URL https://www.icsvc-conference.com
Additional Information Title of Conference or Conference Proceedings : 3rd International Conference on Semiotics and Visual Communication: Branded. The Semiotics of Branding in Culture and Context
Corporate Creators : Cyprus Semiotics Association, Semiotics and Visual Communication Lab

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