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"They're Just Not That Into Cigarettes" By: Chris White​

. The prevalence of product placement in film has long been a heated debate centered on the struggle between what is artistic license and what is subliminal advertising. In film and television, no product’s placement has been more feverishly discussed and questioned than that of cigarettes. The deceptive nature of product placement in film has caused many to question its affect on a film’s integrity. However, because of the fact that the product of cigarettes is one of the deadliest products known to man, the debate on the inclusion of cigarettes and specific cigarette brands is especially intense (Baran, 2009, p. 187). The Warner Brothers film, //He’s Just Not That Into You//, is just another example in a long line of films that have received heavy scrutiny for their inclusion of cigarettes and smoking. The debate around the use of cigarettes in //He’s Just Not That Into You//, raises many questions as to the validity of product placement and cigarette use in films. ​Following the release of //He’s Just Not That Into You//, the American Medical Association (AMA) immediately spoke out against Warner Brothers and Time Warner over the "disturbing images of specific cigarette brands in this youth-rated movie" (Barnes, 2009, p.1). This complaint addresses the concern over the placement of specific cigarette brands in the film. What is interesting about the discussion of //He’s Just Not That Into You//, is that none of the characters of the film are ever depicted smoking. Furthermore, the film’s plot includes an aspect that portrays cigarettes and smoking in a negative fashion (Barnes, 2009, p.1). Therefore, the debate over this specific film’s use of cigarettes is simply in the inclusion of specific cigarette brands. This relates more to the concerns of any product placement in films as discussed by Baran in chapter 6. What is so troubling about product placement in film is that it is not announced or as obvious as a television advertisement. The deceptive and subliminal nature of such product placement and its consequentially subliminal affect on behavior is the root of many people’s opposition to product placement (Baran, 2009, 186-188). There are certainly many valid aspects to the argument against product placement in films. It often seems as though the use of specific products has no artistic merit and is done simply for the monetary incentives offered by a given company to the filmmaker or studio. The use of cigarettes and product placement of specific cigarette brands in films is especially dangerous. Cigarette companies used Hollywood for many years as a means of increasing sales (Baran, 2009, p.187). However the case of //He’s Just Not That Into You//, is quite different. The fact that not only did no characters smoke in the film, but that there was an anti-smoking facet of the plot, makes the AMA’s complaints seem a bit ridiculous. Cigarettes and cigarette brands are an aspect of our society. The inclusion of brands, while surrounded by no character smoking and an anti-smoking plotline, should be excusable. So while their intentions seem right, the AMA should save their energy for more deserving displays of cigarette use and product placement. media type="youtube" key="F4wh_mc8hRE" height="344" width="425" align="center"

Filmmaker David Lynch share's his feelings on product placement in film.

Works Cited Baran, S. (2009). //Introduction to Mass Communication: Media Literacy and Culture// (Updated 5th Edition.). Boston: McGraw-Hill. Barnes, B. (2009, February 25) "Cigarettes in New Film Stir Anger at Studio" The New York Times, p. 1-2.