The modern era of product placement began with E.T. munching Reese’s Pieces in 1982, continuing to such recent instances as James Bond’s timepiece preference (Omega, not Rolex, in the Daniel Craig era). Today our favorite TV shows have picked up the cue from their big-screen brethren, raking in a few extra bucks to offset rising production costs. We, the audience, get the need (and accept the economic reality), but do such tactics need to be so blatant? Where’s the creativity?

Case in point: On Ugly Betty a couple of weeks ago, catty Mode receptionist Amanda trumpeted Healthy Choice Fresh Mixers in two scenes. The integration was so very awkward, with the usually fantastic Becki Newton relegated to the task of pitchwoman (all in character, of course). Maybe taking the obvious route is the Betty way (so very meta!) and should be applauded. Maybe.

Now it seems magazines want in on the action. Reading the November 2008 issue of GQ (aka Gentlemen’s Quarterly as its spine reminds us), I was struck by several successive links between articles and ads. A single instance might not have registered with this reader, but six in the span of thirty pages?

“Take Charge of Your Office,” a get-this-look article about customizing one’s work space, features music exec L.A. Reid boasting of his corner office’s air purifier; it (and some candles) lets him indulge in a midnight stogie habit: “The Montecristo No. 2 is my favorite cigar in the humidor.” A lucky thirteen pages later, what miraculously appears? A full-page ad for Montecristo Classic cigars. (Also worth noting: Six pages into the “Take Charge” article, Gillette Shampoo touts a similar headline: “Take charge of your hair.”)

Page 168 features a bold, five-bottle ad for Maker’s Mark whisky (“Time to fill the cabinet”). On page 172, writer Michael Hastings, who traveled with the Mike Huckabee campaign during primary season, recalls getting “nicely buzzed off some small bottles of Maker’s Mark that had been smuggled onto the Baptist’s plane.” Huh. Gotta be a coincidence. But wait, opposite the end of Hastings’ article, Maker’s Mark returns with a second, politics-themed ad (“Lame duck”) on page 177. Maybe I’m the one who needs a drink.

Next, Wil S. Hylton recommends five books for each of the presidential candidates, John McCain and Barack Obama. The article continues onto the next spread, half of which is a Head & Shoulders ad (pictured at right). Does that close-cropped hairstyle remind you of a certain high-profile Democrat? Three more page turns, and writer Devin Friedman poses the provocative question, “Will You Be My Black Friend?”

These multiple ad/article associations make me wonder which begat what. It’s reminiscent of the circular “chicken or the egg” conundrum, with the line between the two getting more scrambled every day. I’m calling you out, GQ.

Meanwhile, back on TV, the FCC is considering requiring on-screen disclosure when product pitches embedded in programming. Looks like the FTC might have to take a closer look at print media next.