Transcultural Effects of Product Placement in Movies : A comparison of Placement Impact in Germany a... A comparison of Placement Impact in Germany and the USA

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Bibliographische Detailangaben
Beteiligte: Rössler, Patrick, Bacher, Julia
In: Zeitschrift für Medienpsychologie, 14, 2002, 3, S. 98-108
veröffentlicht:
Hogrefe Publishing Group
Medientyp: Artikel, E-Artikel

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Umfang: 98-108
ISSN: 1617-6383
DOI: 10.1026//1617-6383.14.3.98
veröffentlicht in: Zeitschrift für Medienpsychologie
Sprache: Deutsch
Kollektion: Hogrefe Publishing Group (CrossRef)
Inhaltsangabe

<jats:p> Abstract. Product placement represents an alternative strategy of advertisers to overcome restrictions of traditional commercial communication. The paper describes different types of placement and resumes the small body of research in the field, both serving as a starting point for empirical research. As a matter of fact, placements which have become part of top movies will be distributed in cinemas and on screens all over the world. A quasi-experimental study carried out in Germany and the USA was designed in order to detect awareness and attitude effects of the respective placements as well as general evaluations. The results indicate small but noteworthy differences between the American and the German audience: To a certain degree, product placement was more effective on the awareness dimension in Germany, and more effective on the evaluative dimension in the USA (a result that may be traced back to the perceived function of creating a realistic impression). High placement awareness led to smaller attitude effects in Germany, while a lower degree of awareness in America should have enhanced the impact on product assessment. </jats:p>