Degree Name

MA (Master of Arts)


Brand and Media Strategy

Date of Award


Committee Chair or Co-Chairs

Stokes Piercy

Committee Members

Susan Waters, Chase A. Mitchell


The advancement of digital entertainment media has given audiences the ability to skip ads that do not interest them. Consequently, brands face the challenge of creating ads that can compel audiences and finding media outlets that can effectively reach target audiences. Brands today use product placements to promote their products because movie audiences are generally attentive to ads when they are incorporated in a movie’s narrative. Marvel Cinematic Universe is a globally recognized entertainment franchise that uses product placements strategically to promote brands in their movies and TV shows. In this study, I conduct rhetorical analyses of select product placements in Marvel movies to investigate how they employ different rhetorical appeals in promoting products; and discuss how the appeals can influence audience perceptions of the products advertised. My findings suggest that product placements in Marvel movies leverage Aristotle's rhetorical appeals to draw audiences' attention and influence their opinions about products.

Document Type

Thesis - unrestricted


Copyright by the authors.