Better Branding on the Big Screen: How the Marijuana Industry Could Use Product Placement to Increase Public Support

Ohio State Legal Studies Research Paper No. 556

Drug Enforcement and Policy Center, No. 22, August 2020

14 Pages Posted: 29 Jul 2020

See all articles by Tyler Riemenschneider

Tyler Riemenschneider

Ohio State University (OSU), Michael E. Moritz College of Law, Students

Date Written: July 27, 2020

Abstract

Reefer Madness is often credited for spreading anti-marijuana sentiment across the country. Could modern movies depicting marijuana have the opposite effect? This paper asks whether film can influence our opinions on marijuana use and legalization. If movies do have a persuasive effect, the marijuana industry may seek to utilize film as a way to build public support. One method for doing so would be product placement. This paper discusses potential strategies the industry could use to implement product placement, as well as the legal and industry barriers that could prevent or minimize the industry’s ability to engage in the practice. However, a measured approach to product placement could be a viable persuasive tool for the industry.

Keywords: product placement, film, persuasive effect, marijuana, branding, commercial speech, movies

Suggested Citation

Riemenschneider, Tyler, Better Branding on the Big Screen: How the Marijuana Industry Could Use Product Placement to Increase Public Support (July 27, 2020). Ohio State Legal Studies Research Paper No. 556, Drug Enforcement and Policy Center, No. 22, August 2020, Available at SSRN: https://ssrn.com/abstract=3661514 or http://dx.doi.org/10.2139/ssrn.3661514

Tyler Riemenschneider (Contact Author)

Ohio State University (OSU), Michael E. Moritz College of Law, Students ( email )

55 West 12th Avenue
Columbus, OH 43210
United States

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