While industry and the popular press have shown considerable interest in the concept of brand and product placements within motion pictures, very little academic research exists in the area. This study was designed to identify and quantify the effects of the placement of embedded brands and products within movies. An experiment, using second, fourth, and sixth graders as a sample (n = 140), was designed to assess how brand and product placements in motion pictures influence children's brand and product class recognition, affect, and preference. In addition, children's understanding of placements as a promotional tool was investigated. It was found that brand and product placements do impact children's memory. In addition, the ability to recognize the promotional intent of brand and product placements improves with age. No impact on affect or preference was found. / Source: Dissertation Abstracts International, Volume: 56-11, Section: A, page: 4476. / Major Professor: Richard Mizerski. / Thesis (Ph.D.)--The Florida State University, 1995.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_77604 |
| Contributors | Vollmers, Stacy Marguerite., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 171 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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