Do people remember nowadays, all commercials and ads they face? Actually, they remember only few of them; because, most of them lack originality. Marketing expert, Martin Lindstrom, discussed in his book "buy.ology" how and why people remember commercials and when product placement is effective. Product placement is a sword with two faces. It could be effective when it is integrated in the narrative or it could be very weak when it is just put in a superfluous way. Moreover, Lindstrom used the rhetorical appeals: ethos, logos, and pathos in a creative way, in order to demonstrate his ideas about the effective way of using product placement. Lindstrom has a great background; because, he is " one of the most well-known and respected branding gurus in the world."(Chairman & Eckert) He is a very original thinker, and he always knows what he is talking about. Therefore, Lindstrom is very credible and all people and companies should follow his ideas. Moreover, his wide knowledge helped him to demonstrate his ideas about product pla......

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