London, Lyrics, & Louis Vuitton: A Cross-Cultural Content Analysis of Product Placement in Popular Music


  • Craig Clay Coastal Carolina University
  • Shannon Bichard Texas Tech University



The search for alternative forms of advertising corresponds with the proliferation of traditional advertising clutter. One method that has seen an increase in exploration is product placement. Though commonly applied to visual media, this study examines this practice in song lyrics (i.e. lyrical product placement). The current study seeks to add a cross-cultural dimension by evaluating the use of lyrical product placement in the top 100 songs from the U.S., Europe, and Japan from 2010 (N = 300). Findings indicate regional differences in lyrical product placement and thus opportunities for diversification in the use of lyrical product placement across regions.


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