“…Although it is certain that Tarantino's films have been accused, on occasions, of not being ethical, both for the excess of violence as well as for revisionism which rewrites and manipulates history to achieve an aesthetic effect, it is somewhat paradoxical that the use of brand placement in his films is not evaluated in a similar way, especially if we consider that he not only uses this tool not only with real brands and products but also fictitious ones (Black, 2019;Brescia-Zapata and Matamala, 2020;Clavel-Vázquez, 2020;Lopera-Mármol, Jiménez-Morales and Bourdaa, 2020). In fact, the director is openly committed not only to considering that brand placement is an agreement between companies and filmmakers that allows them to legally give visibility to products or brands in the films, but also to introducing, when required, his own fictional brands if he believes that real brand placement could divert the attention of the viewer away from the storyline (Holm, 2004;Sherman, 2015).…”