Brand Emphasis in the Avengers Movies: Anatomy of Sequels and Product Placement

Abstract

In cinema screenplays, commercial success takes precedence with the aim of appealing to broad audiences. Additionally, the character identifications within the script and messages placed within the story for specific purposes aim to fulfill both financial and emotional expectations. Were sequel narratives primarily designed as continuations of the story or were they produced based on audience reception? Furthermore, how is product placement, a part of integrated marketing strategies, utilized in sequel films? In the study, the Avengers series from Marvel Comics was selected as a sample. Product placements were documented in terms of brand/product, scene, time, character, and narrative. Scene examples such as multiple product placements or instances where characters most identified with the products or multiple characters using the same product simultaneously were examined. Content analysis methods were employed, focusing on linguistic and visual narratives, as well as sequential and structural meanings. © 2024, IGI Global. All rights reserved.