Due to the limitations of print, the following visualizations are mere static reproductions, a reduction of a reduction. Nevertheless, figure 6.3 illustrates the rough contours of this intertextual economy. In a television show about television, it is to be expected that one of the top categories for references is television. It is surprising, however, to see that brand mentions are actually the most referenced category. The sheer amount of brands (722) referenced is notable, considering that only eighty-five were officially product placements, as noted by the episode's credits sequence, which must include a “promotional consideration furnished by” tag when placements are paid for. Of the eighty-five, the majority are from Apple, indicating a long-term contract to integrate the brand into many episodes of the show, resulting in numerous references to its line of products, including the iMac, the Macbook, the iPhone, the iPod, iTunes, and Siri. In fact, many episodes begin in Jack's elegant, corporate office, where an iMac is clearly visible, effectively starting the show with a mini-commercial.

XREF: Connects to broader research on product placement and commercialization of television content beyond explicit sponsorships.

Andrew deWaard, Derivative Media, loc. 367