Thesis advisor: Celeste Wells / This paper explores how the visual components of product placement in film contribute
to the goal of generating a positive brand attitude. Past research in this field has overlooked the visual aspects of product placement in favor of focusing on consumer recall. To address this gap, this study looks at three recent films, and evaluates them using visual analysis. Analysis revealed that visual components of film such as color, contrast, and lighting, as well as the positioning of the product, such as focus, motion, and camera angle, directed viewers’ attention to encourage cognitive processing of the branded area of the visual. This study also found that the visual components strengthen the association between the product and the protagonist, which is essential to generating a positive brand attitude. / Thesis (BA) — Boston College, 2017. / Submitted to: Boston College. College of Arts and Sciences. / Discipline: Departmental Honors. / Discipline: Communication.
| Identifer | oai:union.ndltd.org:BOSTON/oai:dlib.bc.edu:bc-ir_107919 |
| Date | January 2017 |
| Creators | Young, Alexandra |
| Publisher | Boston College |
| Source Sets | Boston College |
| Language | English |
| Detected Language | English |
| Type | Text, thesis |
| Format | electronic, application/pdf |
| Rights | Copyright is held by the author, with all rights reserved, unless otherwise noted. |
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