Kmart realism, named after the iconic U.S. retailer Kmart, is a technique of modern fiction whereby brand names, popular culture, and commercial images are used conspicuously in an attempt to make characters and scenes seem real and immediate. Ian Fleming can be considered a forerunner of the technique. His James Bond novels were filled with detailed references to contemporary products, providing a vivid sense of setting.
The technique is often confused with product placement, but whereas the former has an aesthetic purpose, the latter is concerned principally with financial gain. In some cases, paid endorsements may be couched in a realist sensibility to avoid compromising the artistic merit of the work.
