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

conference contribution
posted on 2013-01-01, 00:00 authored by A Webster, Niranjala Weerakkody
Product placement strategies and practices in contemporary blockbuster action films: an exploratory content analysis

History

Event

Australian and New Zealand Communication Association. Conference (2013 : Fremantle, W. A.)

Pagination

1 - 30

Publisher

Australian and New Zealand Communication Association

Location

Fremantle, W. A.

Place of publication

Perth, WA

Start date

2013-07-03

End date

2013-07-05

ISSN

1448-4331

Language

eng

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.

Publication classification

E1 Full written paper - refereed; E Conference publication

Copyright notice

2013, ANZCA

Editor/Contributor(s)

T Lee, K Trees, R Desai

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

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