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Product placement strategies and practices in contemporary blockbuster action films: an exploratory content analysis

Webster, Alvin and Weerakkody, Niranjala 2013, Product placement strategies and practices in contemporary blockbuster action films: an exploratory content analysis, in ANZCA 2013 : Gobal networks-global divides: bridging new and traditional communication challenges Proceedings of the 2013 Australian and New Zealand Communication Association Conference, Australian and New Zealand Communication Association, Perth, WA, pp. 1-30.

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Title Product placement strategies and practices in contemporary blockbuster action films: an exploratory content analysis
Author(s) Webster, Alvin
Weerakkody, Niranjala
Conference name Australian and New Zealand Communication Association. Conference (2013 : Fremantle, W. A.)
Conference location Fremantle, W. A.
Conference dates 3 - 5 Jul. 2013
Title of proceedings ANZCA 2013 : Gobal networks-global divides: bridging new and traditional communication challenges Proceedings of the 2013 Australian and New Zealand Communication Association Conference
Editor(s) Lee, Terence
Trees, Kathryn
Desai, Renae
Publication date 2013
Conference series Australian and New Zealand Communication Association Conference
Start page 1
End page 30
Total pages 30
Publisher Australian and New Zealand Communication Association
Place of publication Perth, WA
Keyword(s) product placement
Iron Man 2
Inception
Fast Five
Mission Impossible : Ghost Protocol
Transformers : Dark of the Moon
advertising
blockbuster films
action films
content analysis
brands
Notes This paper reports on the findings of an exploratory study, which examined the product placement methods and practices in five contemporary films of the action genre, via a content analysis that used a custom-designed, 13-item coding instrument. The films selected, based on overall box-office performance in 2010 and 2011, were: Iron Man 2, Inception, Fast Five, Mission: Impossible – Ghost Protocol and Transformers: Dark of the Moon, for their relevant product placement characteristics. It examined the types of products, their brands and associated parent companies, and the modality of placements. Findings indicated that, for the selected films, automotive and electronic products were the most prevalent while the most common modality of placement was the ‘presentation’ type, suggesting a preferred method of the actual use of a product within the films. It concludes that, for the films examined, the industry gears product placements towards technological or transport products, targeted at male audiences.
ISSN 1448-4331
Language eng
Field of Research 200101 Communication Studies
200104 Media Studies
Socio Economic Objective 950204 The Media
HERDC Research category E1 Full written paper - refereed
ERA Research output type E Conference publication
HERDC collection year 2013
Copyright notice ©2013, ANZCA
Persistent URL http://hdl.handle.net/10536/DRO/DU:30058949

Document type: Conference Paper
Collection: School of Communication and Creative Arts
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Created: Thu, 12 Dec 2013, 12:48:20 EST by Nina Weerakkody

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