1 . Of course, some advertisements are not so obvious: product placement is typically used in films with huge box-office success and TV shows with high ratings. Some films are now sponsored by leading brands, so that only their products appear in the films, like the watches worn by the title character in the James Bond films. ①Other types of mass media use product placement too, including video games. It is not uncommon for sports video game series to feature different in-game equipment with real brand names. We absorb these marketing messages without thinking about them too much, yet they will probably have an effect on us the next time we go shopping.