Title: Reinforcing gender stereotypes through brand placement in music videos: The Billboard Hot 100

May 17-18, 2019. University of Groningen, Groningen, The Netherlands

Author: Cande Sánchez Olmos

Music videos present attractive opportunities for brand exposure in the form of product placement. For brands, pop stars and artists appearing in music videos play important roles in this advertising technique because of their endorsement. The main aim of this paper is to analyse from a critical perspective the relationship between brands, music and gender, and more specifically to the role of women endorsement in the most viewed music videos. To achieve this aim I will try to answer the following research questions: Do brands prefer male or female artists for brand endorsement? What kind of products and brands are associated with women in music videos? Does brand placement reinforce gender stereotypes?