Product placements in movies and series : an analysis of their influence on young people’s attitudes : to what extent do product placements in films and series influence young people’s attitudes ?

Details

Supervisors

Sylvie De Cock

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

enProduct placement, also called embedded marketing, has become a common practice in many media vehicles like video games, social media or films and series. This thesis seeks to analyse the influence of product placements in series and movies on young people’s attitudes. More precisely, the goal is to analyse how the people from this target group perceive product placements and how they react to them when these are incorporated in their favourite programs. In order to answer my research question, two hypotheses, based on the concepts of program liking and placement prominence, were tested. To assess these two hypotheses, an online survey, which was mainly completed by young individuals, was spread and 43 responses were obtained.