, the type of food changed our lives. It’s fast, it’s easy to prepare, it’s easy to eat, and it’s cheap. It’s for everyone. It’s for the poor and the non-poor. It’s for students, for managers, for actors, for factory workers, for criminals, for priests… today it seems like fast food was always around and it is not possible to imagine a world without fast food. Even countries like Japan, which has a traditional diet of rice, fish, vegetables and soy products, accepted fast food into their worlds. The biggest help of this growing is advertisement. Fast food advertisements are mainly focusing on television, magazines, billboards and Internet. One of the most powerful ways of advertising fast food is product placement. Product Plac/ement is a term defined as “the practice of integrating specific products and brands into filmed e/ntertainment.” Product placement was always evolved into the billion-dollar market of Hollywood. As the costs keep increasing for producing movies, studios become ready to make connections with big corporations, which are willing to place their products in a big, particular film. These big connections have big payments. For example “direct payments for product placement (for instance in License to Kill Phillip Morris Tobacco paid $350,000 for Bond to smoke a Lark cigarette).” Another good example is, In the biggest co-marketing deal in film history, Coca-Cola paid Ј95 million to the producers of Harry Potter for the right o use the film’s logo on it’s cans in what will become a series of films; the first Harry Potter film cost Ј75 million. It went on general release on November 2001 and is expected to be shown on a thousand screens in the UK. The movie was like the big bang as expected. Harry Potter products everywhere sold in huge amounts and consumers attacked to any product of the movie letting the industry behind the scenes to gain more power. Today all major US film studios...
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