Products and brands in movies A symbolic and communicational insertion process

Abstract

In this article, we will focus on how
advertising inserts surface in film diegeses
both on a symbolic and communicational
level. Thanks to the placement of products and brands, the director quickly
conveys information to his audience.
Indeed, he uses the identity values of the
brand, seizes them with his movie and
presumes that they are going to be
understandable to the spectators. Thus,
we will show that inserting products and
film brands is an efficient plan which, for
the director, corresponds to a communication practice and to a series of semiotic
mediations.