THE NAME IS BOND - CAPITALIST BOND

Capitalism pervades everything in modern society. If you buy a football shirt it will advertise a beer or a soft drink. Formula 1 car racing would be impossible if advertising logos didn't cover every space on the cars and the drivers. It is in the entertainment business though that this pervasive influence is growing at an astonishing speed. "The name is Bond, James Bond. And he likes his Martinis shaken, not stirred. That is, as long as they are Smirnoff. Product placement is playing an increasingly important role in Hollywood blockbusters. The last Bond film bore a string of high-end sponsors, such as Omega, Sony, Ford and Sony Ericsson. Television shows have also lured advertisers, often preferring product placement or sponsorship over traditional advertising. .. The expectation is that television advertising will become more about the 30-minute sponsored advertisement than the 30-second shot." (Times, 21 March) RD