PRODUCT PLACEMENT IN THE CONTEMPORARY AMERICAN NOVEL TEXT

Abstract

The paper is devoted to the analysis of product placement technology in the context of its use in the text of contemporary American novel. It is established that this is one of the most effective ways to promote the product or service among readers, to increase demands and form their positive attitude towards the particular brand. Product placement as the incorporation of the brand image into the virtual space of the mass culture work, integrates the brand into the natural editorial context not only avoids identifying it as advertising, but also adds favourable associations. Product placement is the native, unobtrusive informing of the consumer about the object of promotion in the storyline of fiction. The main advantage of product placement over other marketing means is that this technology acts on the person through artistic images. This technology is used both to present the new product and to promote the product or service with the positive long-term reputation.

The main types of product placement in fiction texts include: product placement – advertising of the certain brand product; corporate placement – supporting and promoting of the particular company image, its product or service; novelty placement – placement of the newly launched product or service; general placement – placement of the product or service of the same type from different manufacturing companies; toponym placement – mentioning of the certain area, region, settlement, or terrain object; idea placement – practical demonstration of the product or service essence; neutral placement – inactive presence of the product or service in the text; creative placement – the product or service is creatively integrated into the plot and becomes its integral part; product image placement – the plot is entirely devoted to the product, service or idea.