Young adults' perceptions of product placement in films: An exploratory comparison between the United Kingdom and Hong Kong
| Autor: | Dan Alex Petrovici, Ben Lowe, Fanny Fong Yee Chan |
|---|---|
| Rok vydání: | 2015 |
| Předmět: |
Marketing
Consumption (economics) media_common.quotation_subject Interpretation (philosophy) 05 social sciences Marketing communication Advertising Affect (psychology) Perception 0502 economics and business Ethical concerns 050211 marketing Product placement Business and International Management Young adult Psychology Social psychology 050203 business & management media_common |
| Zdroj: | Journal of Marketing Communications. 23:311-328 |
| ISSN: | 1466-4445 1352-7266 |
| DOI: | 10.1080/13527266.2015.1061036 |
| Popis: | Even though young adults are a major audience of films and the main target group for product placement, very few studies explore how youngsters across cultures perceive and interpret this marketing communication tool. This study explores this issue through thirty-two in-depth interviews conducted in the United Kingdom and Hong Kong. The comparative analysis focused on four aspects: (1) young consumers' movie consumption habits and their exposure to product placement; (2) their general views towards product placement and advertising; (3) their perception of different execution styles of product placement and its impact and (4) the regulatory and ethical concerns of product placement. Results indicate that the young generation actively engages in interpreting brand integration in films and they were generally positive about it. Although interpretations of product placement are reported on an individual basis, this study suggests that culture may also affect how individuals perceive product placement. This e... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|