The article will first describe product placement in movies as one of the outcomes of the increasing integration between commercial and cultural communication. Examples from actual movies will be used to illustrate the possible ways in which products and brands can be placed on screen. Then the literature will be reviewed to present the most important effects of product placement on moviegoers. Several articles have addressed the topic and there are basically three broad areas to look at. Are consumers able to recall placements? Do placements affect attitudes? Do consumers react positively or negatively to placements? Mixed evidence exists about the effectiveness of placements both in terms of recall and attitude, while there is a general agreement about the way in which consumers react to product placement as a form of commercial communication.
Product placements in movies: the point of view of the consumer
GISTRI, GIACOMO
2006-01-01
Abstract
The article will first describe product placement in movies as one of the outcomes of the increasing integration between commercial and cultural communication. Examples from actual movies will be used to illustrate the possible ways in which products and brands can be placed on screen. Then the literature will be reviewed to present the most important effects of product placement on moviegoers. Several articles have addressed the topic and there are basically three broad areas to look at. Are consumers able to recall placements? Do placements affect attitudes? Do consumers react positively or negatively to placements? Mixed evidence exists about the effectiveness of placements both in terms of recall and attitude, while there is a general agreement about the way in which consumers react to product placement as a form of commercial communication.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
