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Advertainment is a term used to reflect the intertwining relationships between advertising and entertainment. Typically it refers to media that combines various forms of entertainment (television, movies, songs, etc.) with elements of advertising to promote products or brands. An example would be product placement in a film. The word is a portmanteau of advertising and entertainment.
Advertainment has become increasingly popular over the years and is now used in a variety of formats, including films, television programs, video games, music and books. Advertainment can be an effective way to reach a wide audience and to create greater brand engagement. However, it is important to use advertainment in a responsible and non-intrusive way.
Its author uncertain. The term first appeared in 1999 in an essay written by Patrizia Musso, an Italian university professor, and an expert in branding and advertising.[1]
In contrast to branded entertainment, which does not necessarily need to be a promotion for the brand, advertainment is considered a proper form of advertising.
- ^ Musso, Patrizia (1999). Advertainment. La comunicazione pubblicitaria alle soglie del Duemila (in Italian). Vita e Pensiero, Pubblicazione dell'Università Cattolica del Sacro Cuore. ISSN 0392-8667.