For decades, corporate sponsorship has been seen as a plague in pop culture, discrediting or even ruining the best television shows and movies, regardless of time period. But it’s time we sit back, relax and give it a chance.

Whether it was 1949’s “It’s a Wonderful Life” prominently displaying a copy of National Geographic magazine or the judges on last week’s “American Idol” incessantly chugging down Coca-Cola, product placement has long played a role in show business.

So why is that such a bad thing?

Often seen as “selling out,” the producers behind the most famed franchises in the entertainment industry are given a certain amount of money if they feature a certain brand.

Selling out doesn’t have to be a bad thing, though.

In today’s unpredictable and often cruel economic times, Hollywood’s pockets aren’t as deep as they used to be, which gives advertisers the perfect opportunity to swoop in and save the day. James Bond driving and referring to his Aston Martin by name shouldn’t draw such a negative reaction.You’ve got to cover “Quantum of Solace’s” $230 million budget somehow.

Another reason to support product placement is because of the realism of it all. If you’ve ever spent five minutes in Times Square, you’d understand just how ridiculous the world of advertising has gotten.

Granted, all movies don’t take place in New York City, but even venturing down the main street in your hometown will show you an abundance of ads.

I wouldn’t consider “The Office’s” use of HP computers that unrealistic given the standards set forth by most offices.

Conversely, some TV shows embrace placement, taking advantage of their sponsors. Some episodes of “Heroes” are presented with limited commercial interruption thanks to sponsorship, while “30 Rock’s” story centers on and even pokes fun at General Electric, NBC’s parent company. By keeping an open mind toward the so-called selling out, those two programs have experienced ample ratings and plenty of buzz.

Advertising in entertainment may not be for everyone, but it is everywhere.

Cliche as it is, money doesn’t grow on trees, and in today’s recession-burdened world, accepting additional funding for your production is no different than a little league team wearing “Joe’s Auto Body” on the fronts of their shirt jerseys.

It’s a dirty deed sometimes, but that can be improved so long as the two industries work together, leaving one hand to wash the other.