The practice of product placement
Yükleniyor...
Dosyalar
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
This article is going to cover the following sections: the definition and the regulation of product placement and sponsorship in the U.K, the history of product placement in the U.K and in the USA, the advantages and disadvantages of product placement, British examples of product placement, prop placement, ethical aspect of product placement, para-social theory, balance theory and conclusion. Clow and Baack (2010) deem that it is a well-known fact that creating brand awareness is hard and with the product placement technique, brand awareness in a positive way can be created. According to Gupta and Lord (1998), the high interest of producers on product placement has led to the need of specialisation in product placement. Thus, product placement agencies have been established and these agencies analyse movies scripts to find an appropriate spot to place a product. Demir and Gök Demir (2012:40) state that, “since audiences are skeptical towards commercials, advertisers have begun to turn to a variety of alternative advertising channels in order to reach customers”. Since product placement is a relatively recent area of research in Britain and there are key areas that need further research attention to investigate the context of product placement and significance of it. As Russell (2002:307) so aptly observes, “understanding how product placement works remain an open empirical question”.
Açıklama
2. Uluslararası İletişimde Yeni Yönelimler Konferansı: Eğlence ve Ürün Yerleştirme
Anahtar Kelimeler
Product Placement, Sponsorship, The U.K, The USA British Television and Advertising
Kaynak
2. Uluslararası İletişimde Yeni Yönelimler Konferansı: Eğlence ve Ürün Yerleştirme
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
4
