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L. D. Du Preez ; S. Williams ;INNOVAR. Revista de Ciencias Administrativas y Sociales 2008, 18 31

Autor: D. L. R. van der Waldt

Fuente: http://www.redalyc.org/


Introducción



INNOVAR.
Revista de Ciencias Administrativas y Sociales ISSN: 0121-5051 revinnova_bog@unal.edu.co Universidad Nacional de Colombia Colombia van der Waldt, D.
L.
R.; Du Preez, L.
D.; Williams, S. Recognition and recall of product placements in films and broadcast programmes INNOVAR.
Revista de Ciencias Administrativas y Sociales, vol.
18, núm.
31, enero-junio, 2008, pp.
1927 Universidad Nacional de Colombia Bogotá, Colombia Available in: http:--www.redalyc.org-articulo.oa?id=81803104 How to cite Complete issue More information about this article Journals homepage in redalyc.org Scientific Information System Network of Scientific Journals from Latin America, the Caribbean, Spain and Portugal Non-profit academic project, developed under the open access initiative Recognition and recall of product placements in films and broadcast programmes D.
L.
R.
van der Waldt*, L.
D.
Du Preez & S.
Williams abstract The purpose of this article is to investigate product placements in films and broadcast programmes regarding recognition and recall of product names.
The sample consisted of undergraduate male and female students aged 18 to 24 attending a tertiary level institution in Pretoria, South Africa. The findings showed that even though there was no perfectly positive relationship between the prominence and recognition of products placed in films, someone watching a film was more likely to recognise a product if it were to be shown audio-visually.
It can therefore be concluded that if a product is placed more prominently in a film, the recognition thereof will be higher. This study can be a benchmark as it is one of the first studies conducted in South Africa regarding the perception of product placements in film. K e y w o r d s : product placements, recognition, recall, film, television, advertising, new media, consumers. resumen Reconocimiento y recordación de los productos exhibidos en películas y en programas emitidos por televisión El propósito de este artícu...





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