ABSTRACT

This media ethics case study will analyze product placement using a scene from The Emoji Movie (2017). This scene contains the gaming app Just Dance. The Emoji’s must win the game to move the movie plot forward, and they endorse the product as they do so. This case study will apply the TARES Test to analyze the Truthfulness, Authenticity, Respectfulness, Equity, and Social Responsibility of such product placement in a movie targeted toward children. Bok's Model of ethical decision-making will support this case study. Just because the Emoji Movie is legal and does not break any FTC or FCC rules does not mean that such product placement in this movie is ethical. This study will conclude by answering the following three questions:

1. Is The Emoji Movie just a series of commercials?

2. What are the differences between product placement in a movie and an extended commercial?

3. If audiences enjoyed The Emoji Movie, does it matter if it included so much product placement?