Brand Boosting: Blurring the Line between Entertainment and Endorsement

Product placement is now considered the leading tool in a new marketing era which sees the reality TV program, 'The Block' joining programs such as 'Ma Perkins', 'E.T.','Tomorrow Never Dies', 'The Matrix Reloaded' and 'Minority Report' in contributing to the growing genre of 'advertainment'. Dina Rosenedorf discusses a long tradition of radio, television and film which have contributed to the commercialisation of the entertainment industry and encouraged 'faithful viewers to become faithful buyers'.