Burn Notice

The 2005 show Burn Notice is incredibly entertaining. Set in Miami, Florida, it details the life of a spy who was kicked out, or "burned" from, the organization who he was working for. Jeffery Donovan stars as Michael, but also wrote, directed and helped produce the show. He may have intentionally put the underlying messages and morals in this show that a watcher might unintentionally pick up, most of which shown through product placement.


The first, and most major ad for a policy or group is for the NRA. One of the main characters, Fiona, is a gun nut, and all the characters in the show use weapons regularly. There are a ton of shoot outs and gun fights between Michael, Sam, and Fi (the main characters) and whatever criminal organization they are fighting at the time. The lifestyle they live is pretty badass, and it appeals to the person watching. They want to live that life; be a spy like Michael Westen. The association between the lifestyle they live and guns is so intertwined that it makes people, unconsciously, want to have a gun themselves. It is an exemplary example of product placement.

Also, being set in Miami, Fi is often seen shopping. The brands that are shown- Gucci and Banana Republic, to name a few- get unknowingly placed into a viewer's brain. The product placement of these brands is seamlessly added to the show and makes people want to not only be like the characters, but dress like they do. Fi is never seen in the same outfit twice, and Michael most often wears name brand suits and sunglasses. Dressing nicely is part of the lifestyle, and the people watching most likely want that way of living.

Also extremely apparent is the use of alcohol. Although companies themselves are rarely mentioned, there is never an episode without someone having a beer or a drink, showcasing a party culture. Alcohol and clubs- the Miami lifestyle- is made very appealing. The high class places they go to paired with the expensive drinks are a clear ad for whatever drink they happen to have in their hand at the time.

The last ad placed into every episode of the show without fail is for Miami as a tourist destination in itself. At every scene change, beautiful images of the city are displayed. The beach, the people, the buildings- everything is shown to appeal to the viewer and make them want to visit Miami. The large role of the city in the show is crucial to the show's appeal. It's practically a character, which is what movies like Lady Bird, or Sleepless in Seattle have done in the past to enhance the story line and also sell the place to those who watch in hopes they will visit. The way this element was added to the show was also ingenious, like the other three easily identifiable ad placements.

Moving on to the morals that can be learned from this show. At face value, Burn Notice is just a showcase of an unattainable, and a downright cool, lifestyle. The entertainment value sometimes outweighs the messages in the show. That being said, many still show through. Firstly, through the family dynamic of Nate (Mike's brother), Madeline (Mike's mom), and Mike, the viewer can see that struggle can sometimes make bonds stronger. Michael's background of abuse from his father contributed to his character, but it also could give hope to kids who are in similar situations as the character. Building success after a childhood like that shows perseverance and drive, admirable qualities to emulate.

The show, more than anything else, shows the value of teamwork. Michael repeatedly gives thanks to his team, says spies cannot work alone, and shows the trust and comradery between himself, Fiona, and Sam. It's actually a powerful connection if you get unhealthily invested in the show as I am.

As long as a watcher is aware of the ads trying to work there way into their head, the messages and entertainment value in Burn Notice makes it highly interesting and worth watching.