Use of brand placement in the filmography of Quentin Tarantino

The use of brand placement as a communication and advertising tool in the audiovisual media has increased over the last two decades while the use of other more traditional forms has been in decline due to increased rejection by audiences. This study analyses in depth the use of brand placement in Quentin Tarantino’s filmography, seeking to determine the number of cases, the types of products and brands that appear, the total time allocated to it per film, the type of placement, as well as other technical aspects related to this topic. The methodology used is quantitative, based on the content analysis of the data collected from the tabulation of all the cases of brand placement that appear in the director’s films. The results reveal the presence of fictional brand placement and, hence, its coexistence with actual brand placement, as well as a preference for communicating the brand placement visually. It is concluded that Tarantino uses this type of advertising throughout his filmography, with an average of 41.7 cases per film, as an intentional way of setting the scene and adding realism to the scenes.