Abstract:

“Consumer society” is one of the terms available to describe the structure of societies today. In the film Fight Club, the act of “consuming” is exemplified through product placement, which the film does, but nonetheless approaches in a critical context in order to demonstrate how it directly affect the individual and society. As a type of narrative, film can be analyzed through different methods. Discourse analysis, content analysis, inter-textual analysis and semiology are some of these methods. In this study, the critical point of view towards the consumer society taken on by Fight Club has been examined through a close analysis of the brands and products placed within the narrative structure. This analysis has been undertaken through Cristel A. Russel’s three different product placement classification systems: screen placement, script placement and plot placement.

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