Product placement has been a popular advertising tactic used in television throughout the years (particularly in sitcoms, as shown by the two case studies), which is largely a result of the consumer culture in which we participate. Because of the ability of advertisers to influence viewers’ attitudes about a product or brand through an association of it with one of their favorite shows or characters within that show, a fairly large portion of Americans’ consumption can be attributed to this clever incorporation of advertising into television programs instead of solely the presentation of advertisements during commercial breaks.

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