Product Placement - When a company pays a movie or television program to have their product displayed in their media, to sell the product. This works because it creates an association between the characters and them enjoying the product, hopefully making the viewer want to also enjoy the product.
Although James Bond is known for his martini, shaken not stirred; the Heineken company paid 45 million USD to be featured in Skyfall. The recent Bond movies have had as many as 30 product placements.
Product placement in film and television is used as a form of subliminal advertising.
https://www.youtube.com/watch?v=VHz30rlNHCc
Source: https://legalvision.com.au/why-is-james-bond-drinking-heineken-in-skyfall/fred, enes, uthman
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