Product Placement In Mad Men

This study is a brand-by-brand analysis of product placement within AMC’s hit television drama Mad Men. Product placement is a method of advertising that places brands and products within pre-existing forms of entertainment to enhance brand sentiment. Through a methodology constructed of peer-reviewed research, four brands within the plot lines of Mad Men were analyzed to construct viewers' brand sentiment, or the viewer’s takeaways on each brand based on its placement within the series. Analyzed brands included Lucky Strike Cigarettes, Hilton Hotels, Jaguar Cars, and Coca-Cola. This research confirmed the findings of Teurlings’ 2011 study, which purported that placements of brands within entertainment media are perceived more positively if they are deeply ingrained within the entertainment rather than blatantly displayed as advertisements. It also confirmed Russell et al.’s 2013 study, which found viewers tend to align their attitudes toward a brand to match those of the characters.