Brand placement in novels: a test of the generation effect
Ian BrennanColorado State University – Pueblo
INTRODUCTION
Popular culture is littered with references to branded products. In the movie Runaway Bride, Julia Roberts escapes from a marriage ceremony in a Federal Express van. Bruce Springsteen's music video for 'Born in the USA' contains visual images of Miller beer. Colin Dexter's (1983) novel, The Riddle of the Third Mile, features an Oxford University academic who displays a penchant for both The Timescrossword and Glenfiddich whisky. Although brand appearances in popular culture may be motivated...