Advertising In An Assembled Franchise: Utilizing Product Placement As Storytelling Instruments Within The Marvel Cinematic Universe

This paper serves as a conversation for how advertising is used within the Marvel Cinematic Universe (MCU). More specifically, how are brands presented to a large-scale consumer base within the narrative. In order to investigate this, the first twelve films within the first two phases of the MCU were investigated by means of a content analysis. It is determined that product placement is in the forefront of the narrative and influences the plot greatly.