This article advances understanding of Hollywood’s relationship to advertising and commerce by demonstrating that deeply embedded product placement is an older practice than current scholarship recognises. Focusing on a series of musical comedies, produced by Samuel Goldwyn and released through United Artists in the early 1930s, it argues that the development of product-centred marketing was shaped by the way different corporate structures affected the ability to control the marketing message, with independent production and non-vertically integrated distribution driving the development of more sophisticated onscreen product integration. Through close analysis of the film texts, their advertising surround and the surviving production documentation, I explore how Goldwyn’s approach responded to industrial conditions by making songs the locus for product plugs. I posit that major production numbers, including ‘Keep Young and Beautiful’, did not merely reflect consumer culture but were explicitly constructed as vehicles to carry embedded advertising. This enabled national and local tie-ups to be structured around strong consumer concepts, but also adapted to suit different exhibition contexts. I address why the dynamics of film history have worked to render these advertising imperatives invisible, and highlight their impact on both Cantor’s star performance and the development of Busby Berkeley’s directing style.

中文翻译：

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“用歌曲来推销你的节目！” Sam Goldwyn, The Eddie Cantor Musicals 和以产品为中心的适销性的发展

本文通过证明深度嵌入的植入式广告是一种比当前学术界承认的更古老的做法，从而加深了对好莱坞与广告和商业关系的理解。以 Samuel Goldwyn 制作并于 1930 年代初期通过 United Artists 发行的一系列音乐喜剧为重点，它认为以产品为中心的营销的发展是由不同的公司结构影响控制营销信息的能力的方式形成的，包括独立生产和非垂直整合的分销推动了更复杂的屏幕产品整合的发展。通过对电影文本、它们的广告环境和幸存的制作文件的仔细分析，我探索了 Goldwyn 的方法如何通过将歌曲作为产品插头的轨迹来应对工业条件。我假设主要的生产数字，包括“保持年轻和美丽”，不仅反映了消费文化，而且被明确地构建为承载嵌入式广告的工具。这使得国家和地方的合作能够围绕强烈的消费者概念构建，但也能适应不同的展览环境。我阐述了为什么电影史的动态已经使这些广告的必要性变得不可见，并强调了它们对康托的明星表演和巴斯比·伯克利导演风格发展的影响。不仅反映了消费文化，而且被明确地构建为承载嵌入式广告的工具。这使得国家和地方的合作能够围绕强烈的消费者概念构建，但也能适应不同的展览环境。我阐述了为什么电影史的动态已经使这些广告的必要性变得不可见，并强调了它们对康托的明星表演和巴斯比·伯克利导演风格发展的影响。不仅反映了消费文化，而且被明确地构建为承载嵌入式广告的工具。这使得国家和地方的合作能够围绕强烈的消费者概念构建，但也能适应不同的展览环境。我阐述了为什么电影史的动态已经使这些广告的必要性变得不可见，并强调了它们对康托的明星表演和巴斯比·伯克利导演风格发展的影响。