Product placement strategies and practices in contemporary blockbuster action films: an exploratory content analysis
Event
Australian and New Zealand Communication Association. Conference (2013 : Fremantle, W. A.)Pagination
1 - 30Publisher
Australian and New Zealand Communication AssociationLocation
Fremantle, W. A.Place of publication
Perth, WAStart date
2013-07-03End date
2013-07-05ISSN
1448-4331Language
engNotes
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 publicationCopyright notice
2013, ANZCAEditor/Contributor(s)
T Lee, K Trees, R DesaiTitle 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
