Social and Behavioral Sciences Commons^™

The Cost Efficiency And Communication Effects Associated With Brand Name Exposure Within Motion Pictures, Eva Marie Steortz

Graduate Theses, Dissertations, and Problem Reports

Brand name products have been making appearances on the silver screen since the beginning of the cinema. Jack Daniels bourbon made its film debut when Joan Crawford served it in the 1945 movie, Mildred Pierce. However, only recently has such a great effort been exerted by those involved in this "advertising" technique. Many credit this growing trend to E.T., Steven Spielberg's lovable little alien creature, who followed a trail of Reese's Pieces to a documented 65 percent increase in sales for the Hershey company in 1982.

Interestingly, there is no research available concerning the communication effects associated with a brand …