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Product Placement in Hollywood Movies: In the case of James Bond from 1962 until 2008
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Product placement is everywhere, you switch on the TV and you see seriesand movies full with it. But do we viewers also think that product placement issuccessful? Therefore in this research the focus will be on the awareness ofproduct placement. When a placement is spotted the brand is stuck in ourmind. And the next time we see it, we will either have a positive idea (a nicemovie) or a negative idea (a bad movie) about the brand or product.With the use of a movie night, data is collected to find out how people reacton product placement when viewing a full length movie. An onlinequestionnaire is used to collect data on viewers spotting the different types ofproduct placement in a short video clip full with placements. A limitation onthe research is set on the James Bond collection, because of the 50 years ofmovie history in this collectionThe most important findings of this research were that people connect JamesBond mainly with luxury brands. Dom Perignon and Rolex, both not in themovie, were spotted in GoldenEye. Another important finding was that it reallymatters on how the placement is done. Visual, audio or a mix; classicplacement, stealth or evocative placement; results are different every time.Next to that products are more easily spotted when viewers know the productor brand.Although this research is based on the James Bond collection, the results arenot just for this subject but can be used generally for movies. The more aperson is aware of product placement, the more likely he or she will spot it ina movie. But only when the brand is known or the placement is obvious,placements that are well integrated are less likely to be spotted.

Place, publisher, year, edition, pages
2012. , 81 p.
Keyword [en]
James Bond, movies, product placement
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kau:diva-14014Local ID: FEK D-100OAI: oai:DiVA.org:kau-14014DiVA: diva2:537787
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-09-10 Created: 2012-06-27 Last updated: 2012-09-10Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf