But to follow up, why should we protect brands from negative psychological associations in movies?
We still allow real products to be used in satires, even though satires could have the same unconscious effects you reference. We still allow people to publicly criticize products. We still allow real public figures and events to be referenced in fictional media, even though the same psychological effects you reference could negatively impact people's perception of them as well.
I still don't see anything that's special about a trademark that means it needs extra protection in this area.
We still allow real products to be used in satires, even though satires could have the same unconscious effects you reference. We still allow people to publicly criticize products. We still allow real public figures and events to be referenced in fictional media, even though the same psychological effects you reference could negatively impact people's perception of them as well.
I still don't see anything that's special about a trademark that means it needs extra protection in this area.