Abstract:

The product placement applications that are spread daily as a advertising activity presently appear as an application that is frequently used by brands. A series of brands with product placement applications, film, clip, etc. They are doing advertising activities by placing their brands in the fields, and this application causes traditional advertising activities to lose their importance. The purpose of the study is to reveal the use of product placement applications in cinema films. In line with this goal, six Turkish and six Hollywood films with the highest IMDB scores taken between 2013 and 2018 have been studied with content analysis and the differences and similarities in product placement practices in the two country’s films have been revealed. According to the content analysis results, the most written product placement strategy is used in films. It has been achieved the result that the film has been placed in the most service-cargo class. The most emphasized promise is the technology-facility promise. The most product placement was made in Hollywood films, and the most international brands were placed in both countries. The most famous is the Turkish film.

Keywords: