From Apple to Omega: an analysis of brand placement in 2010 top-earning films
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This study utilized a content analysis to measure brand placements in the top 25 filmsreleased in 2010 and compared results to a similar population of top-earning filmsreleased in 1991. The content analysis measured the frequency and modality of eachplacement, character interaction, visual placement and visual prominence, andaccounted for the valence of each scene containing a product placement in terms ofpositive or negative hedonic values. Findings revealed there were substantially morebrand placements and more prevalent use of prominent placement and characterinteraction in the 2010 films, compared with those in 1991. The study’s findingsprovide rationale for future studies exploring the effectiveness of product placementsand set a comparable benchmark for future analysis examining product placementtrends.
Abstract
This study utilized a content analysis to measure brand placements in the top 25 filmsreleased in 2010 and compared results to a similar population of top-earning filmsreleased in 1991. The content analysis measured the frequency and modality of eachplacement, character interaction, visual placement and visual prominence, andaccounted for the valence of each scene containing a product placement in terms ofpositive or negative hedonic values. Findings revealed there were substantially morebrand placements and more prevalent use of prominent placement and characterinteraction in the 2010 films, compared with those in 1991. The study’s findingsprovide rationale for future studies exploring the effectiveness of product placementsand set a comparable benchmark for future analysis examining product placementtrends.
참고문헌 (44)
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