Disclosing Brand Placements in Movies

Disclosing Brand Placement to Young Children

As children may still be exposed to brand placement (despite the EU ban concerning children’s programs), it is examined how different types of disclosures may enable them to cope with this advertising format. The first study showed that a visual cue was more effective than an auditory cue in triggering cognitive advertising literacy. However, this cue-activated literacy did not influence brand ...

Did limits on payments for tobacco placements in US movies affect how movies are made?

OBJECTIVE To compare how smoking was depicted in Hollywood movies before and after an intervention limiting paid product placement for cigarette brands. DESIGN Correlational analysis. SETTING/PARTICIPANTS Top box office hits released in the USA primarily between 1988 and 2011 (n=2134). INTERVENTION The Master Settlement Agreement (MSA), implemented in 1998. MAIN OUTCOME MEASURES This st...

The Impact of Brand and Product Placements in Electronic Games

The effects of interactive brand placements in online games on children's cognitive, affective, and conative brand responses

This study investigated how persuasive messages integrated in an online game affects children‟s cognitive, affective, and conative responses to the brand, as well as their attitude toward the game itself. An experiment conducted among 2453 girls between the ages of 11 and 17 demonstrated that confrontation with interactive brand placement in the game resulted in more positive attitudes toward t...

Brand Placements in Computer and Video Games: An Overview and Research Questions

Despite the size and growth of the computer and video gaming industry – as well as the increasing use of the medium for the placement of advertising and product placement – researchers have neglected this area. By drawing on existing literature and research in similar and related areas of film product placement, sponsorship and interactivity, the authors present a conceptual overview and identi...