The Influence of movie genre on audience reaction to product placement

Date

2003-12

Journal Title

Journal ISSN

Volume Title

Publisher

Texas Tech University

Abstract

The use of brand placements is quite evident in movies today. The success of some brands reporting a phenomenal sales increase may be partly dependant on the type of movie in which the brand is placed. Employing 200 university students, this initial experimental study examined the effects of movie genre on brand placement. Students completed a questionnaire after watching and evaluating one 30-minute movie clip categorized by genre—comedy, drama, and science fiction. The study compared the effects of genre on brand recall, brand liking, and consumer's reactions toward brand placement. Central to the practice of using brand placement in movies is the belief that the humor found in a comedy movie would help create a favorable response toward brand placement. It did not. The comedy genre did not outrank the other genres on brand recall/recognition, brand liking, and attitude toward brand placement. However, this research did confirm the findings of previous research that prominent brand placements promote a significantly higher level of brand awareness than subtle brand placements.

Description

Keywords

Advertising -- Psychological aspects, Advertising -- Motion pictures, Motion picture audiences, Advertising -- Pictorial works

Citation