Titel
How brands appear in children's movies. A systematic content analysis of the past 25 Years
Abstract
Based on a theoretical framework of product placement characteristics, we present the most comprehensive content analysis of children's movies to date. We analyzed the integration of brands in 250 movies from 1991 to 2015. We found that 64.4% of all movies contained at least one brand placement. Comedies and movies produced in the US contained a higher number of brand placements compared to other genres and non-US movies. Animated movies and movies presenting a nature-, or fantasy-scenery contained a comparatively low number of placements. Brands were inserted mostly visually, and placed in the centre of the screen without explicit evaluation. Placements frequently presented a physical or verbal interaction with a main character. This practice was found to increase over time even though the sole number of brand placements remained stable over the past 25 years. Implications for parents, consumer–advocacy-groups, and advertising researchers are discussed.
Stichwort
Product placementcontent analysischildren's movies
Objekt-Typ
Sprache
Englisch [eng]
Persistent identifier
https://phaidra.univie.ac.at/o:719641
Erschienen in
Titel
International Journal of Advertising
Seitenanfang
1
Seitenende
21
Verlag
Informa UK Limited
Projektnummer
16319 – Jubiläumsfonds der Österreichischen Nationalbank
Erscheinungsdatum
2017
Zugänglichkeit
Rechteangabe
© 2017 The Author(s)

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