There's a difference between in-game/movie product placement and in-game/movie advertising. Having the beverage your character drinks in the game have a real world label on it, or seeing a Doritos billboard in the game is one thing, but having an actual advertisement for that product is completely different. There's also a question of relevance to the subject matter.
To use the James Bond example, you have Q (or R, if you're a toddler and have only seen the pitiful recent films like Die Another Day) going out of his way to introduce the new BMW ZX-blahblah with satellite radio, individual passenger air conditioning, and an electronic penis measurer that grossly overestimates the real value, and then audibly informs you of the results via a sultry female electronic voice. That is in-game/movie advertising.
The Battlefield 2142 example is another sad example, because if we're really to feel immersed in this demented future of robots and laser death, then we really wouldn't give a shit about the latest hip hop album, now would we. For that matter, Jay'Z's latest album would be about 150 years out of date, to boot. That is also in-game/movie advertising.
Now, if the motorcycle you happen to be using in a relatively modern setting game like MGS happens to have a real world company's logo on it, and that logo is the normal size and whatnot, and not smeared all over the side of the bike in bright white letters, that's fine. If you're walking down yet another sandy, brown, Arab street, which seem to be all the rage in games these days, and you happen to see a billboard with the McDonald's arches but the ad is clearly written in Arabic, or a Coca-Cola vending machine with "Taste the Real Thing" slapped on it in Farsi, that's fine, too.
What would NOT be fine would be something like this:
- BEGIN CODEC TRANSMISSION -
Snake: Otacon! I somehow am the world's greatest soldier and yet I don't even know how to use the equipment I've been given before being sent in on a mission. What's this strange white device clipped to my belt?
Otacon: That's an Apple(tm) iPod(tm), Snake. You can use it to change what music you're listening to while on the mission.
Snake: This thing plays music?!
Otacon: Yes, Snake. (I have to repeat your name, just so you know that I am, in fact, talking to you) You change tracks with the press of a finger using the iPod(tm)'s patented touchscreen technology. You can even download new music off of the internet.
Snake: I see...
Otacon: You can also store pictures and video on it to share with your friends, and it has a built-in web browser so it can access the internet from any wifi hotspot.
Snake: This little thing can do all that?
Otacon: Yes, Snake. The people over at Apple(tm) have really revolutionized the portable music industry.
Snake: Hmmm...
THAT would be bad. Considering it's Hideo Kojima and this is MGS we're talking about, the above scenario would not be in the least bit surprising, since Kojima loves A- referring to himself as much as possible, B- making horrible puns and ill-conceived self-referential jokes, and C- jarringly breaking your immersion to remind you that you are, in fact, playing a game. You know, because that controller in your hand and your dry, bleary eyes from staring at the TV for too long weren't enough of a reminder.
Yeah.
