Every day people get in contact with thousands of messages. On the radio, on the train, on the street and through the television. Not too infrequently messages in the form of advertising for products and services from businesses companies. The need for product placement partnerships are increasing as the traditional advertising decreases in efficiency in parallel with the film productions that require increasingly large budgets. More products and services on the market is leading to bigger competition between companies about the consumers interest. It is increasingly important to be creative and to find modern strategies for successful marketing. A way to market a product or service is through product placement, a phenomenon in which a brand, service or product occurs in a context that is not really the intended.

The main purpose of the study was to investegate the extent of product placements appearing in the swidish comedy series "My perfect family" and how product placements are used and what signification product placements have for both brands and identity. The analysis is based on scenes from the series' first episode where brand products appear (Samsung, Volkswagen, Tsarine, Porsche, Ferrari and Instagram). The selection is based on how eye-catching the products are. The clearer product placement the bigger opportunity to influence the film's character.

To answer the first question a compilation of the clearest and most abundant investments during the first episode of "My perfect family" was made. The selected brands formed the basis for the semiotic analysis used to answer question nubmer two and three (how product placements are used and what significance they have for both brand and identity). One or two different scenes belonging to each brand were selected and analyzed.

The analysis shows different types of product placement and product placement methods, based on Lehus (2007) and Russells (2002) different categorizations. The study of "My Perfect family" shows that both brands and brand identity are important for the character and identity. Characteristics that are associated with the brand strengthens the character's identity. Product placements provide the ability to define characters and enrich, clarify and illustrate the series based on a cultural context. Ill-conceived product placements can have an adverse effect if the placed brand product not fill a natural feature.