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. Attached Files Name Description MIMEType Size Downloads 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 Collections: Faculty of Arts and Education School of Communication and Creative Arts   Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Thu, 12 Dec 2013, 12:48:41 EST Thu, 12 Dec 2013, 14:05:24 EST Thu, 19 Dec 2013, 13:10:11 EST Thu, 19 Dec 2013, 14:30:48 EST Fri, 20 Dec 2013, 09:55:21 EST Fri, 20 Dec 2013, 10:04:57 EST Sat, 21 Dec 2013, 20:04:19 EST Fri, 17 Jan 2014, 08:29:14 EST Fri, 11 Apr 2014, 12:39:23 EST Fri, 11 Apr 2014, 15:31:40 EST Fri, 11 Apr 2014, 15:34:53 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 400 Abstract Views, 68 File Downloads  -  Detailed Statistics Created: Thu, 12 Dec 2013, 12:48:20 EST by Nina Weerakkody

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.