332:, especially if accepting it affects creative control or leads producers to attempt to deceive the audience (by, for instance, implying that X Brand Olive Oil is the best brand because the host uses it). In some instances (especially cooking and home improvement shows) brand names are merely inked, taped, or edited out; in dramatic presentations, however, fake brand names may be used. The restriction does not apply to news or current affairs programs when mention of the brand is necessary to fairly and fully present the subject matter, and it does not apply to televised sporting events, where branding may be beyond the station's control. Programs produced outside of Canada are not subject to these rules.
182:. Consumer attachment to those brands in the fictional world may be leveraged through “defictionalisation” or “productisation” in the real world. It has been suggested that the fictional brands represent brand potential rather than brand reality; they are in effect, “protobrands” that can be leveraged and transformed into registered trademarks which can derive revenue for their owners through reverse product placement or, more accurately, reverse brand placement. Examples include Harry Potter’s Bertie Botts’ Every Flavour Beans, now available as real candy manufactured by the Jelly Belly Company;
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175:, movies, TV serials, and music. The fictional brand may be designed to imitate, satirize or differentiate itself from a real corporate brand. Such a device may be required where real corporations are unwilling to license their brand names for use in the fictional work, particularly where the work holds the product in a negative light.
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Another advantage to a fictional brand is that all its specifications can be invented. In this sense, an author can invent a model or brand of car, for which he can make up details. That way, he doesn't have to go look up specifications on a car, which would take time and effort-he could just make
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in TV and film. It has been called "an unofficial, open source stand-in for Google and its competitors" (used as a legality-free alternative to a brand-name product), and "the most popular search engine in the TV universe." Finder-Spyder appears as a top 10 pick in "best fictional brand" lists by
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was an adaptation of Dahl's work funded by Quaker Oats who also produced a variety of Wonka candy through their subsidiary
Sunline. These candy products were largely unsuccessful and Quaker sold off Sunline by 1972. Sunline continued to make Wonka branded candy and was later acquired by Nestle.
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cigarettes. The name "Morley" is a reference to "Marleys", a once-common nickname for
Marlboro cigarettes. Television programs began using Morleys in an era where Tobacco companies were allowed to sponsor television shows and pay for product placement. If no company agreed on a deal for product
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Yet another reason to use a fictional brand is that sometimes a product is itself a major "character" in the plot, and using a real brand would limit creativity as the author would be constrained by the actual attributes of that brand. A subset of this is comedic brands, the most famous being
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Sometimes, usually on television or movies, a real brand would not be permitted due to restrictions in advertising particular products, especially cigarettes and alcohol. Usually, a fictional brand would be created that bears some resemblance to a real brand.
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Television programs made in Canada for the
Canadian market are not permitted to show or mention real brand names except in certain specific circumstances. The CRTC's prohibition of product placement exists primarily to prevent producers from accepting
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to give more realism to the plot or scenery. Specific brands provide descriptive details that the author can use to craft a plot: a character may own a factory that manufactures a popular product, or may make a scene by demanding a particular brand; a
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and its products by using fake tech products from the fictional “Pear” company - such as the PearPhone (a parody of the iPhone) and the PearPad (a parody of the iPad). These parodies would often appear in the
Nickelodeon sitcoms
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that it gives authors another reason to avoid the use of real brands: any such reference would be suspected by the public of being paid advertising, and could diminish the artistic or intellectual merit of the work.
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would not work with another, real or fictional, brand. Sometimes the author will use a common brand only to make the scene more natural or create a specific ambience. More commonly, such uses are instances of
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311:– the insertion of "casual" (but actually paid and intentional) positive references to brands in movies, television programming, games, and books. However, this practice is so widespread in the
347:) where the real brand would not have existed anyway. Alternately, made-up brands are often more humorous than real brands, which is why a lot of cartoons and sitcoms prefer them.
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Although initially involved in the musical, Dahl left the project and disowned the 1971 film. After his death, Dahl's family became involved with a second film adaptation,
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Finally, the use of a real brand may be excluded also when the plot is meant to develop in a time or place (e.g. in a distant future, or in a
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set within the fictional Wonka
Chocolate Factory. The story included several fictional candy products including the
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Muzellec, Laurent; Lynn, Theodore; Lambkin, Mary (2012). "Branding in fictional and virtual environments".
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placement, producers would use a non-branded product like the fictional
Morleys. Morleys are produced by
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Real brands are often used. Sometimes a specific brand is needed due to its prior associations; e.g. the
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More recently, fictional brands have been used for commercial purposes through the process of
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627:"The Search Engine Equivalent Of The 555 Telephone Numbers Seen In Television And Film Is?"
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Entertainment: Product Placement & Brand Strategy in the Entertainment Business
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that appears in numerous television shows, used in the same manner as the fictitious
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Morley: The cigarette brand that doesn't exist… even though it's in every TV show
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Morley is a fictional brand of cigarettes with packaging that resembles
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244:. Statements consisting only of original research should be removed.
122:. Statements consisting only of original research should be removed.
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705:"The Quick 10: 10 Fake Brands Used by the Entertainment Industry"
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Building
Imaginary Worlds: The Theory and History of Subcreation
340:" for the maker of complicated gadgets that never quite work.
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on the background, or show a package of cereal in close-up.
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personal reflection, personal essay, or argumentative essay
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Not a Real Thing: Sorting the
Minutiae of Imaginary Worlds
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smoked by a suspect; a film may include a commercial
154:Aspen beer, a fictional brand from the 1979 film
602:. TechRepublic (CBS Interactive). Archived from
272:Works of fiction often mention or show specific
600:"Geek Trivia: Search party of the second part"
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431:. This again featured Wonka branded products.
8:
655:"5 Things Hollywood Reuses More Than Plots"
27:Fictional product, created for movies or TV
260:Learn how and when to remove this message
138:Learn how and when to remove this message
76:Learn how and when to remove this message
657:. Cracked (Demand Media). Archived from
429:Charlie and the Chocolate Factory (2005)
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424:Willy Wonka & the Chocolate Factory
196:' Dunder Mifflin paper, from TV show,
851:"Willy Wonka's everlasting film plot"
829:. 25 October 2016. pp. 238–239.
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682:"Best 'fake' brands in film and TV"
878:Topher's List of Fictional Cereals
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873:Searching for a Big Kahuna Burger
778:"Hollywood's counterfeit factory"
412:Charlie and the Chocolate Factory
369:various online media, along with
281:may get clues from the brand of
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758:. Radio Times. January 18, 2017
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439:Sitcom shows on the TV channel
511:Saturday Night Live commercial
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629:. How-To Geek. Archived from
570:European Journal of Marketing
557:Virtual-fictionalbrands paper
360:Finder-Spyder is a fictional
703:Stacy Conradt (3 Mar 2009).
474:List of fictional beverages
351:Well-known fictional brands
240:the claims made and adding
118:the claims made and adding
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732:. Routledge. p. 218.
653:Seitz, Dan (11 Dec 2009).
598:Jay Garmon (16 Mar 2009).
479:List of fictional vehicles
443:often parody tech company
410:In 1964, Roald Dahl wrote
582:10.1108/03090561211214618
180:reverse product placement
726:Wolf, Mark J.P. (2014).
532:Battleground: The Media
684:. DigiTitles.com. 2013
468:Fictional brands lists
416:Everlasting Gobstopper
313:entertainment industry
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283:cigarettes
234:improve it
199:The Office
112:improve it
496:Trademark
420:Wonka Bar
320:them up.
294:Coca-Cola
279:detective
238:verifying
184:Duff Beer
116:verifying
782:BBC News
485:See also
418:and the
391:Marlboro
250:May 2009
206:Purposes
298:Kubrick
232:Please
194:Staples
110:Please
52:Please
898:Brands
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450:iCarly
385:Morley
330:payola
287:poster
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192:; and
173:comics
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491:Brand
445:Apple
406:Wonka
169:brand
157:Alien
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