Attitudes towards Product Placements in Film’s

Student number 043279496

May 2007

Dissertation submitted to the University of Leicester in partial fulfilment of the requirements for the degree of BA

Management Studies

Contents

Page

1) Abstract 3

2) Introduction 3

3) Literature Review 6

3.1) Marketing Communications 6

3.2) Product Placement 8

3.3) Reasons for the Use of Product Placement 9

3.4) Brand Association: Contexts and Celebrities 11

3.5) Attitudes Towards Product Placement 12

3.6) The Ethics of Product Placement 13

3.7) Product Placement in Films 14

4) Research Questions and Objectives 14

5) Methodology 18

5.1) Subjects and Settings 18

5.2) Procedures 19

5.3) Data Analysis 20

6) Results: Analysis and Discussion 21

6.1) Brand Awareness and Attitudes 21

6.2) The Amount of Product Placements: Saturations vs. Realism 24

6.3) Attitudes Towards the Ethical Concerns of Product Placement 27

7) Conclusions 30

8) Reflections and Recommendations 33

9) Appendix 40

9.1) Discussion main themes and quotes 41

9.2) Discussion questions used as prompts 46

9.3) Group Interviews (Attached to back cover)

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1) Abstract

Product placement in movies is becoming an increasingly popular method of

marketing communication. This study documents the attitudes towards product

placements in films focusing on brand awareness and brand attitudes, attitudes

towards the number of placements and the ethical concerns. In order to investigate

these attitudes a study of qualitative nature, utilising two focus groups, was

undertaken. The results indicate generally favourable attitudes towards the use of

product placement. Brand awareness is increased but brand attitudes are not altered as

the result of the viewing of placements. Attitudes towards brands appear to be formed

by personal preference. The results show that the amount of placements are deemed

acceptable and also reveal what methods of placement are deemed the most effective

in creating awareness. A blasé attitude to advertising in general was detected as well

ambivalent attitudes towards the ethical concern of product placements. Managerial

and research implications are built upon the findings of the study.

2) Introduction

There has been a rapid increase in cinema attendance throughout the world.

Dunnett and Hoek (1999). In 2006 a reported 156.6 million visits were made to UK

cinemas. European Audiovisual Observatory (2006). The large and growing number

of people attending the cinema gives marketers the opportunity to use product

placements as an alternative method of marketing communications, both in order to

influence attitudes towards brands and create greater levels of brand awareness.

Alternative methods of creating brand awareness and are being used as response to

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the high cost and short life span of traditional commercials. The cinema offers a

unique platform for advertisers as traditional means of communication such as

television and radio offer the subject the opportunity to avoid the messages, the

cinema overcomes this due to the viewing context of the communication. Phillips and

Noble (2007). The viewer has chosen to go to the cinema and watch a production that

may well contain marketing messages rather than have these placed upon them

without prior choice.

Product placement has many advantages as a marketing tool due to its captive

nature and that it is viewed in a social setting free from other advertising clutter.

Dunnett and Hoek (1996). Placements also offer longevity as they are embedded

within a media production and therefore are open to repeat viewing. This method of

marketing communications is now a common sight in both movie and television.

Hudson Valley Business Journal (2007).

As the practice of product placement has grown, more research has taken

place into the field in order to discover the effectiveness and attitudes towards

placements. Although research has taken place the growing pace and sophistication of

product placement is outpacing this research. Hackley and Tiwsakul (2005). Previous

studies on product placement have focused on ethics and acceptability of product

placements within films, namely Gupta and Gould (1997); Balasubramanian et al

(2006); Sargent et al (2001) and Karrh et al (2001). Such studies have focused

predominately on American audiences and have used cross cultural comparisons to

countries such as Singapore (Karrh et al 2001), French and Austrian audiences (Gould

et al 2000) and Australian audiences (Brennan et al 2004). Studies such as those by

Morton and Friedman (2002) and Nelson and McLeod (2005) concerning the

resulting consumer behaviour as a result of exposure to product placement have again

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focused on American audiences. In order to fully understand developing attitudes

towards product placement it is necessary to gain knowledge from varying cultures.

The aim of this paper is to asses the attitudes towards the marketing

communications medium of product placement within films. This study aims to fill a

gap in the literature by focusing on attitudes towards placements within a U.K

audience so comparisons can be made to findings from previous research. This

research first explores the practice of product placement and then attitudes before

presenting the research findings and their managerial implications. Both primary and

secondary research was employed. Drawing upon a wide range of academic journals,

articles and books dedicated to marketing communications a wealth of information

was discovered concerning both the practice of product placement and marketing

communications as a whole. Literature concerning the ethics, effectiveness of and

attitudes towards product placement was discovered in order to look for gaps to be

filled by this research. Research questions were defined after this initial literature

search.

The study reported here focuses solely on attitudes towards product placement

amongst a U.K audience and not the resulting behavioural aspects as a result of

exposure to these marketing messages. The primary areas of focus within this study

are the effectiveness of product placement in influencing brand attitudes and

awareness, viewer attitudes towards the number of placement within film’s and the

viewer attitudes towards the ethical concern of the practice. Such areas of research are

deemed relevant and important not only to add to current research concerning

attitudes towards product placement, but to add to the amount of cross-cultural

literature. This will give the marketer the ability to compare the attitudes detected in

this study to that of other cultures. Such research will also give marketers greater

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insight into the practice and highlight the effectiveness of their efforts and

expenditure. Four group interviews were conducted using two groups, each group

watching two films. Group discussions were held after each viewing in order to

uncover the attitudes relevant to the area of research and also to discover wider

attitudes towards advertising in general.

3) Literature Review

The following section presents a review of the current marketing

communications and product placement literature. It is designed to give an insight

into the reasoning behind the use of product placements and demonstrate the area of

concern as well as direct the research.

3.1) Marketing Communications

Fill (2005) defines marketing communications as ‘a management process

through which an organisation engages with its various audiences’. Advertising is the

most visible and immediate form of communication between a business or brand and

the customer and general public. White (2000). For Belch and Belch (2004)

advertising is an integral part of market-based economies in which the consumers

purchasing decisions are shaped by marketing communications. Marketing

communications are therefore fundamental for business survival. For marketers it is

the attitudes towards advertising and the subsequent view on the product or brand that

is of direct interest. O’Donohoe (2001). Advertising takes many forms, it is therefore

vitally important that the marketer uses the medium relevant to the message being

communicated, and the medium that will gain most approval from the consumer. A

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failure to ensure this may lead to ineffectiveness of communications and a dilution of

the favourability of a brand or product.

Recent developments in marketing media such as digital television, the

increase in the number of radio stations and the internet has given people more

choice, marketers therefore need to find ways of communicating more effectively.

Johnstone and Dodd (2000). Such developments mean that marketers have more

options as to where they can advertise, but at the same time the consumer has more

choice as to where they find information. With this in mind the media of today has

become more fragmented. The challenge appears to be not so much the creation of the

message itself, but finding the suitable medium in which the message is

communicated. The choice of media for the communication according to Rossiter and

Percy (1998) needs to fit the communication objectives and fulfil the basic

requirement of capacity, the ability of the medium to convey the creative content of a

campaign. Rust and Varki (1996) argue that interactive media will challenge and

remove traditional mass media such as the 30 second television commercial as it will

be able to better serve the consumer with regards to product information. However

with modern emphasis on brand building it can be argued that purchasing decisions

are not always based on product information. Although it is argued such methods will

be better able to serve to customer, the problem of creating brand awareness,

personality and identity still remains and advertisers are left finding to seek new

effective ways to target a mass audience in order to create awareness.

Fill (2005) suggests marketing communications at the most basic level fulfil

one of four main roles. Communications can inform the consumer, persuade the

consumer to purchase, reinforce an experience and act as a differentiator in markets

where little separates products. Rossiter and Percy (1998) suggest five marketing

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communication objectives of category need, the acceptance that a product can fulfil a

desired motivational state, brand awareness, brand attitudes, brand purchase intentions

and finally purchase facilitation. All these must be achieved and at full strength before

a consumer will make a purchase decision. The emphasis here is on the brand and not

the product showing that the consumers purchase decisions are based on brands and

the characteristics associated with a brand rather that the product itself.

Communicating a strong brand can be seen as the major factor in the success of a

product, particularly when the brand shows consistency, familiarity and authority.

Brierley (2002).

3.2) Product Placement

Product placement is the ‘compensated inclusion of branded products or brand

identifiers through audio and/or visual means, within mass media programming’

Karrh (1998:10). An alternative definition that sheds more light as to the intended

effects of product placement views placements as ‘the planned entries of products into

movies or television shows that may alter viewers’ products beliefs and/or behaviours

favourably.’ Balasubramanian 1994). The placement of brands within entertainment

media is rapidly evolving in both terms of scale and sophistication. Hackley and

Tiwsakul (2006). Product placements have occurred in films since the 1940’s and

have grown in prominence since. Nelson (2002). For advertisers, brand placement is

an inexpensive way to create substantial reach and create positive brand awareness.

Karrh et al (2001). Placements are no longer limited simply to cinema but are

apparent in other form of media such as television programmes and computer games.

Although starting slowly and showing sporadic growth (Balasubramanian et al

2006) product placement is now big business with placements growing by 46% in

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2004 and total spend on product placements reached $4.2 billion in 2005. Marketing

Management (2005). Friedman (1985) shows that the inclusion of brand names into

songs and literature has increased since World War II. However, it is the paid

inclusion of brands as a strategic marketing tool that has received more attention from

marketers since the 1980’s. Karrh et al (2003). Placements are now highly prevalent

and come in many forms with the five most commonly used forms being the product

or brand shown in the background, product used as a prop, brand mentioning, product

or brand shown in the foreground and dialogue mentioning. Edwards (2006). It is thus

evident that varying methods of product placement can be used to fit differing brands

and contexts within a production. A marketer has the ability to tailor the method

placement to fit what they feel best suits the product or brand.

3.3) Reasons for the Use of Product Placement

For Holt (2002), as businesses push hard at the branding paradigm and

consumers become more knowledgeable and reflexive towards these marketing

practices, they begin to lose their efficiency. There is therefore a drive to find new

alternative methods of build brand awareness and this may help explain the growth of

product placement. A number of advantages of product placements have been

suggested by Belch and Belch (2004): Jobber (2004). Product placements benefit

form high exposure levels and there is the opportunity for repetition of the message,

such repetition and exposure can make placements cost effective considering the

exposure they can receive. Placements can also benefit form source association, for

example a viewer’s favourite actor within a movie, and this method allows the

marketer to bypass advertising regulations, particularly where ethically charged

products are the subject. Sutherland (2006) questioned why it is deemed acceptable

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for companies to pay undisclosed figures to push their products or brands into the

public light when it is not deemed acceptable for record companies to do so. It is

clearly apparent that product placements are far less open to regulation than other

forms of communication.

Studies have shown varying reasons for the use of product placements.

According to Nelson and McLeod (2005) the average US consumer is exposed to over

3000 brands per day, brands can therefore be playing a large part in modern culture.

For Sawyer (2006) advertising, shopping and product consumption are important in

everyday life so the viewing of brands is inevitable. Product placement can therefore

be seen as a method of integrating brands and products in to a setting to give a more

subtle form of communication in a cluttered environment. Sutherland (2006) argued

that people judge what is popular from what is prominent, the more prominent a

product or brand is throughout society, the more desirable it will become. Hackley

and Tiwsakul (2006) term product placements as ‘experiential consumption’. They

suggest that this form of communication can create far more intimacy than traditional

methods can and the viewer is therefore subjected to an experience, and not deterred

by pre-conceptions and defence mechanisms caused by the acknowledgement of paid

advertising.

Joachimsthaler and Aaker (1997) and Zyman (2002) suggest that the

inefficiency, ineffectiveness and cost of traditional communication media such as

television have led companies to utilise alternative marketing communication to

create brand awareness. Product placement also gives another medium the marketer

can use in an integrated marketing communications strategy, allowing brand building

and positioning to a wide audience. The use of placements also enables longevity of

the communication of a brand name, particularly in films and computer games. The

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brand name is repeated with each subsequent viewing of a film or playing of a game,

and as this is done at the user’s choice, product placement can be seen as a less

intrusive method of brand communication. Williams (2004). Product Placement also

yields the benefit of reducing production budgets in television, film and gaming. La

Ferle and Edwards (2006). The sums paid to producers by marketers for placements

may help explain their prevalence and growth.

While there are many advantages to the use of product placement,

disadvantages also exist. Belch and Belch (2004) and Jobber (2004) show that

marketers may suffer from a lack of control and negative placements where the

product appears in an unfavourable scene, the effect of placements in such cases may

result in a dilution of brand loyalty. Competition from other brands within a context

may also create clutter and therefore negative public reaction. Edwards (2006)

suggests that the number of placements contained within television programming has

left the advertiser battling ‘clutter’ and although placement offers good value, it is this

value that has contributed to the clutter and advertisers are now facing a dilution of

exposure. Gould et al (2000) question the effectiveness of product placement in

movies through the eyes of cultural difference. They argue that as product placements

give standardisation but cannot be adapted to fit cultural differences their

effectiveness may be reduced outside of the culture the film reflects.

3.4) Brand Association: Contexts and Celebrities

Williams (2004) shows that placements are contextually integrated and

therefore are non-invasive, placement are therefore seen as an experience rather than

an advertisement. Contextual integration can be achieved by product placement

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through character development and plot advancement in films, and product placement

can also offer the chance of celebrity endorsement. Nelson and McLeod (2005).

Rositer and Percy (1998); Lancaster and Reynolds (1995) show that the

credibility of an advertisement depends on the sources credibility; differing views on

differing sources can alter the way in which a brand is perceived. The use of

celebrities has the ability to influence the source credibility of a brand. Sawyer

(2006): Zyman (2002). This can be achieved by tapping into the celebrity’s ‘equity’.

Zyman (2002:102). Such use of celebrities or actors enables their personality to ‘rub

off’ on the product. Rust and Varki (1996). This will have the effect of enhancing the

brand personality. The use of a highly credible and recognised person can therefore

influence levels of expertise and trustworthiness. Ohanian (1991) found that the

perceived expertise of celebrity’s actually increased purchase intentions, even though

the celebrity may have no actual knowledge of the product. It appears here that the

product placement allows the attractiveness of a brand to be increased through

association with a particular individual, even should that individual have little actual

knowledge or expertise in relation to the product or brand.

3.5) Attitudes to Product Placement

Nelson (2002) suggests that viewers enjoy product placements as long as there

aren’t too many as they aid realism and character development. Negative attitudes

towards placements appear to be centred around the number of placements and

amount of advertising in general. Rust and Varki (1996) suggest that consumers have

built a resistance to the high degree of commercial programming seen on television

and that channel zapping has lessened the effectiveness of traditional television

advertising media. The pressure for advertisers appears then to be about how to

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communicate a brand without encountering such defence mechanisms. O’Donohoe

(2001;101) shows that consumers do not like repetition of advertisements and lengthy

commercial breaks which have the ability to leave the viewer with a feeling of being

‘bombarded or oversaturated’. O’Donohoe (2001) also suggests that there is a

growing cynicism within consumers towards advertising; advertisers need to find new

ways to gain the consumers trust. There is therefore a tension between the perception

and attitudes towards a brand and the reiteration of the brand name. Such sentiments

have been echoed in relation to product placements as shown by Belch and Belch

(2004). In an attempt to move away from the clutter of traditional mediums of

communication it can be said that the clutter is moving elsewhere. Gupta and Gould

(1997) suggested that attitudes to the product placement depend on individual

attitudes to advertising in general so although it has been suggested that factors such

as clutter and cynicism are affecting attitudes, generalisations cannot be made relating

to all consumers.

3.6) The Ethics of Product Placement

Gupta and Gould (1997) carried a survey of 1012 college students to test the

ethics of product placement on movies and found that generally there were favourable

views to product placements. However, they found that ethically charged products

such as guns, alcohol and drugs were seen less favourably. Sheehan (2004) shows that

it is of ethical concern that underage viewers can see items such as guns, alcohol and

cigarettes. A study by Gibson and Maurer (2000) looked at the effects of smoking in

film on behaviours and found that greater tolerance for negative and unhealthy

behaviours became re-enforced over time. Other ethical concerns such as smokers

being portrayed in some films as powerful people are also raised by Sheehan (2004)

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and it is shown that such areas of concern have actually been addressed by various

anti-smoking and cancer awareness groups.

Morton and Friedman (2002) raise the ethical concern created by the blurring

of advertising and entertainment created by product placement. Russell (2002) found

that people held positive attitudes for products that they did not recognise as a result

of product placement. Morton and Friedman (2002) also show that critics believe that

the practice is unethical as the viewer may be unaware they have seen products within

a scene. Product placement when viewed this way becomes a form of subliminal

advertising. However such a view on subliminal advertising suggests a belief in the

passive consumer. Sheehan (2004). Such a passive stance also ignores scepticism and

resistance towards advertising as suggested by O’Donohoe (2001): Siva et al (2006).

It appears that therefore there are varying attitudes towards the ethics of product

placement depending on varying viewpoints.

3.7) Product Placement in Films

The growth in the number of product placements increased sharply since the

appearance of Reese’s Pieces in the 1982 film E.T; The Extra-Terrestrial caused the

sales of the confectionary to increase by 68%. Balasubramanian et al (2006): Hackley

and Tiwsakul (2006). Product placement has now become a favoured method for

companies to raise brand awareness and create positive associations to a brand.

Sergeant et al (2001). Today 15% of the revenue generated from films is from

product placement. Twitchall (1996) cited in Sheehan (2004). Today product

placements in films are highly prominent. In the Steven Spielberg film Minority

Report, over 15 major brands including Nokia, Pepsi and Lexus appeared. In the Bond

movie Die Another Day there were appearances from Jaguar, Aston Martin and

14

Thunderbird, who are all owned by the Ford motor group, as well as appearances

from Finlandia vodka, Omega, and Sony Ericsson amongst many others. Jobber

(2004). Fill (2005) shows that one of the most common products placed within films

are cars. BMW reportedly invested £20 million on the placement of its Z3 roadster

within the movie Goldeneye and the use of other advertising media to support the

placement and create awareness. This further shows that product placement aids the

use of integrated marketing communications.

Many studies concerning recall of brands placed within movies have been

undertaken, notably Gupta and Lord (1998) who found that prominent placements

achieved higher levels of recall and Morton and Friedman (2002) show suggested that

any contact with a brand within a film can help influence purchasing decisions.

Joachimsthaler and Aaker (1997) argue that visibility of a brand is underestimated as

it signals leadership, quality and success, and people like to know brands even if they

have never used them. A primary benefit of placement in movies therefore appears to

be an increase of brand recognition.

4) Research Questions and Objectives

This section outlines the intent of my research. The main objective of this

study is to consider and assess the attitudes towards product placement within movies.

I feel it necessary to look specifically at attitudes because it is the attitudes of the

viewers that will ultimately shape the effectiveness of the placements and subsequent

attitudes towards the products and brands shown, as well as the movie itself. Studies

have been undertaken with regards to attitudes to product placement amongst viewers

but a gap appears to be apparent in attitudes towards enhancement versus saturation.

15

Therefore as well as looking at consistencies or inconsistencies in attitudes compared

to other studies, this study aims to contribute new knowledge to the area. The

questions have been developed to reflect issues concerning product placement that I

have found in the literature on the subject. Attitudes shall be assessed using the

following areas of investigations.

1) How effective are product placements in increasing brand awareness and

attitudes?

One of the objectives of advertising as shown by Jobber (2004) is that

advertising helps create awareness which in turn helps legitimise the company, its

customers and products. Siva et al (2006) show that empirical results are mixed with

regards to the effectiveness of placements on influencing brand attitudes. Here I will

look at audience attitudes towards the effectiveness of product placement in relation

to the legitimising of a brand, and also look to assess attitudes towards brands as a

result of them appearing within film. I will also look to explore the affects of

repetition of brand name on attitudes towards that brand. I feel it also interesting to

consider what method of product placement the viewers deem to be most acceptable

and effective in increasing awareness and enhancing brand attitudes. Here I shall also

consider the use of celebrities alongside product placements and assess if they affect

audience attitudes and perceptions towards brands. I will look to see if the

affirmations of Sawyer (2006) Zyman (2002) and Ohanian (1991) regarding the

celebrities influence on source credibility of a communication hold true.

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2) Are there too many product placements within movies? Are they intrusive or do

they aid realism?

The aim here is to assess attitudes towards the amount of placements within

movies and to discover whether they form clutter. Clutter from placements within

films has been suggested by Belch and Belch (2004) and I will look to assess if

viewers feel this is so. I feel that it would also be interesting to explore whether

viewers feel that product placements become the central focus of the film or not. I

shall also consider viewers attitudes towards the number of product placements and

there affect on the movie experience; whether they aid realism or are seen as an

advertisement. Put another way the focus here is enhancement versus saturation. This

leads on to the viewers attitudes towards the ethics of product placement and my next

area of research.

3) What are the viewer attitudes towards the ethical concerns of product placements?

Television Week (2005) suggested that that the use of product placement

within entertainment programming is in fact subliminal advertising. Here I will look

to assess if this attitude holds true amongst the viewers. I shall consider the merging

of advertising and entertainment and explore whether the viewer deems this

subliminal advertising. I will also consider the notion of the passive versus the active

consumer in my analysis to establish what category the viewer fits into. Another area

of concern here are the attitudes towards ethically charged products such as alcohol

and tobacco and I will look at viewer’s attitudes towards the placement of these

products in movies, particularly where celebrities are seen using the product. I will

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consider attitudes towards placements of such products when young viewers have

access to the film.

5) Methodology

A qualitative study of cross-sectional design was undertaken as the study is

concerned with particular attitudes towards product placement at this point in time.

This will allow attitudes detected within this study to be compared to attitudes in the

future in order to develop understandings of any changes or consistencies in these

attitudes, and how these attitudes affect the effectiveness of product placement as a

method of marketing communications. I have chose a qualitative approach as this

method is hypothesis free and allows for the evaluation of natural international

processes that could reveal subtleties that more stringent and scientific qualitative

approaches could miss through the use of instruments such as attitudinal scales. Burns

(2000).

5.1) Subjects and settings

Two small focus groups were used. The groups were randomly sampled and

groups were formed on availability for the viewing of both films. Group A was a

family group and consisted of four individuals aged between 18 and 65. Group B

were a group of students aged between 20 and 22. The individuals within the groups

all knew each other and this helped ensure that there are good group dynamics, thus

helped the subjects stay at ease and promote more open discussion. The advantages of

focus groups as shown by Patton (1990) are the checking that takes place within the

group that eliminates false views and it is easy to establish consistent views. Ideally

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larger group would be used but due to time constraints in data analysis and problems

gaining consistent commitment from participants for the study this was not a

possibility. The type of product placement used varied in both terms of product, brand

and method of placement within the films.

5.2) Procedures

The films used as the stimulus for discussion were Minority Report with over

15 major brands appearing on billboards throughout the movie at a reported cost of

$25 million, and the James Bond film Die Another Day with twenty major brands

placing products at a cost of $30 million. These movies were chosen as they were the

movies in which there were the most product placements in 2002. Campaign (2002).

Both films were watched before hand to ensure that there were varying methods of

product placement in order to ensure that the films would help address the research

objectives.

Prior to the viewing of each film the groups were given the Karrh (1998)

definition of product placement mentioned earlier to ensure each subject knew what a

product placement is. A film was shown and an open discussion regarding the issues

under question was undertaken following the viewing of the film. The film was show

in whole in order to show the product placements in context rather than parts of the

film in which the placements were prevalent. Showing small sections of the films in

which the placements were more prevalent would have highlighted the placements

and this would have distorted my findings as my aim was to assess them within the

whole movie experience. Conversation was directed using a few pre-planned

questions as prompts in order to get conversation under way and address the research

questions. These questions can be found in the appendix (p46). Equal input was

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encouraged from all participants to increase the depth of information. Conversation

was allowed to roam freely in order to discover what the participants deemed

interesting and to discover wider attitudes but conversation was re-directed when

deemed unproductive or irrelevant. Bryman (2004) It is felt that using a qualitative

focus group will produce a greater depth of information rather than using attitudinal

surveys with pre-determined responses. An assurance to the participants was be made

prior to discussion to assure that there is no right or wrong answer in attempt to

remove social desirability, what the respondent thinks they should say rather than feel.

Black (1999). A different film was shown each time and after the study has been

completed with the first group it was repeated with the second group in order to

collect a greater amount of information. Initially it proposed that I would show four

films instead of two in order to generate a greater depth of knowledge but due to the

difficulties in gaining commitment from my subjects this was reduced to two films.

Although this did not give me my ideal study design I still feel that it will generate a

sufficient amount of information on which to build my analysis.

5.3) Data Analysis

All interviews were recorded using a video camera thus giving the ability to

visualise the responses as well hear them. Key points were noted and colour coded

dependant on what research question they contributed towards. This made analysing

the results simpler and was also done in order to look for repetition and therefore

develop verified points of analysis. The key points noted can be found in the appendix

(p41). Full transcription was not practical due to time constraints and the large amount

of dialogue. Although transcription would have allowed coding of data and easier

verification of points, it would have broken up the narrative flow. Coffey and

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Atkinson (1996). One of the most common criticisms of qualitative data analysis as

shown by Bryman (2001) is that transcribing and coding leads to a loss of context,

using the video camera allowed me to analyse in context.

6) Results: Analysis and Discussion

Attitudes towards the practice of product placement and the placements

themselves are vitally important for marketing practitioners to understand in order to

effectively direct this form of marketing communications. The following discussing

has been split into three sections addressing each of the research questions concerning

attitudes towards the practice detected from this study. The main themes and quotes

that formed the basis of this discussion are displayed in the appendix. (p41).

6.1) Brand Awareness and Attitudes

The first area of research was concerning the effectiveness of product

placement in increasing brand awareness and enhancing brand attitudes. The most

effective placements in increasing brand awareness were those with actual physical

products coupled with dialogue mentioning. Such effectiveness is felt to have

occurred through the viewer being able to gain a greater experience of the product.

The most notable examples of this are the Bollinger and Aston Martin placements in

Die Another Day and the Gap placement in Minority Report. The Aston Martin

placement was deemed as particularly noticeable as its repetition was reported to

make it the central focus of the film. Other placements that were deemed effective in

terms of prominence and therefore recognition of a brand name were British Airways

in Die Another Day, as although not giving a dialogue mention, utilised a prominent

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and sustained foreground placement and Lexus in Minority Report. This particular

placement again did not use dialogue mentioning but repetition of the Lexus logo and

the use of a physical product in a car which aided the recognition of the brand name.

The effectiveness of a placement depends not solely on the effectiveness of the

placement itself but also upon the film itself. An engaging film in which the viewer is

highly involved will lead to viewer to process more content and therefore product

placements. It is also suggested that the recognition of product placements will also

depend on the pace of the film. Respondents, particularly that in group A suggested

that more placements were noticed in Die Another Day as there was a less complex

plot and the placements were spread evenly throughout the film rather than in clusters,

as was the format in Minority Report. One respondent went on to comment on how

the standard commercial break may be more effective in creating awareness as some

of the placements may be totally lost due to the pace of the film. However it was later

commented that product placements may not be as ‘aggravating’ as commercial

breaks. It therefore appears that there is indeed a tension between the repetition of the

brand name and the individual attitudes held by the viewers as to what is deemed too

much advertising. Too much becomes a negative whilst too little and subtle results in

no heightening in brand awareness.

A common theme found was that the viewer sees the brands or products that

that particular individual can relate to or has an interest in. For example, the

respondents varied as to what car’s they recalled from Die Another Day due to their

particular interests. It would therefore appear that product placement can be loosely

targeted to specific audiences as a means of creating brand awareness.

The overall suggestion from my research with regards to brand attitudes is that

these product placements did not make the group members want to purchase these

22

products directly, however they did affectively aid the creation of brand awareness. It

appears the dominant effect of product placement is the legitimising of a brand name.

The need and effectiveness of such placement was discussed in relation to the

expenditure of the brands. It was suggested by one participant that research should be

undertaken to discover the true financial benefit of product placement and whether the

costs of utilising such a form of marketing communication can return the costs on

investment; this is if the objective should be to recover these costs. I would suggest

that the primary function of product placement is the creation of brand awareness.

The repeating appearance of a brand name, although creating greater levels of

brand awareness does not appear to affect attitudes towards a brand. The attitudes of

the groups towards the products or brands within the film were not altered or

enhanced by the placements themselves but attitudes were changed with the use of

celebrities. However, even with the addition of celebrity endorsement the change in

attitudes did not affect all and these changes depend on personal preferences towards

the celebrity and/or the character portrayed by the celebrity and their traits.

It would appear that the suggestions of Rust and Varki (1996) and Ohanian

(1991) can be loosely but not wholly applied here. One participant commented ‘I

don’t like Lexus’’, later ‘I don’t like Tom Cruise’ and also suggested that any

attitudes would be shaped by personal preference to the product or brand rather than

the celebrity. Although the same respondent said that he found the Lexus in Minority

Report ‘cool’, no attitudes were changed. This is felt to be due to personal pre-formed

opinions. The only example of influence can be found as a result of association with

the James Bond character but not the actor Pierce Brosnan himself. It was commented

by some that Aston Martin receives favourable response from association with Bond

and certain models of Aston Martins were recalled such as the DB5. Such association

23

can be seen to drive interest in the Aston Martin brand, but again this only runs as far

as personal preferences.

A common theme found is that viewers felt that the overall viewing emphasis

was on film itself rather than the brands and the products and brands were merely

incidental to what was happening within the film. This goes to explain why other than

the use of celebrity/character association, the product placements did not alter brand

attitudes.

The findings from this study suggest that product placements have no defining

effect on brand attitudes and this may be linked to wider social structures and

marketing activity. Saturation from advertisements and marketing activity in all walks

of life has created a blasé attitude towards advertising in general. Such an attitude

could be argued to be produced as the result of cultural processes such as the merging

of entertainment and advertising as suggested by Hackley and Tiwsakul (2006). It is

felt that such attitudes have resulted from a combination of both these factors. It was

suggested that although marketing activity does indeed create awareness, attitudes are

shaped by personal desires and preferences rather than the advertisements themselves.

It would thus appear that although it is felt the films were not overly saturated with

brands (the inclusion brands reflects real life) the saturation of advertising messages

outside of those appearing in films affects the ability of product placements to

influence brand attitudes. This leads us to my next area of research.

6.2) The Amount of Product Placements; Saturation vs. Realism

Secondly this paper set out to address attitudes towards the number of product

placements in movies. Primary focus here was on whether it is felt there are too many

and to discover whether they are deemed intrusive or aid realism.

24

Instead of placements losing effectiveness through saturation, my findings

suggest the number of placements actually enhance the realism of the film via the

inclusion of branded products we see everyday. The inclusion of brands within this

form of mass-media programming can therefore be seen to be creating a greater

reflection of real life. An example of this is found in Die Another Day with the

inclusion of the Aston Martin Vanquish. Although both groups agreed that the car

became the central focus of the film, both felt that its inclusion aided the film.

Another example of such attitudes is demonstrated through a scene in Minority Report

where Tom Cruise is being chased through a shopping mall. The inclusion of brand

names such as Ben and Jerry’s and Burger King above the shops was reported to

create a sense of realism as within a shopping mall you expect to see such brand

names. This echoes Williams (2004) suggestion that product placements are

contextually integrated. It is interesting to note that although it was felt that there were

at times an emphasis on the products within the films, it was reported that this is a

reflection of real life and this may be seen as a contributor towards why the amount of

placements are deemed acceptable.

Nelson’s (2002) suggestion that product placement is deemed acceptable as

long as it appears to contribute towards the film is supported by my evidence.

Although it was felt by both groups that the number of placements within the two

movies was acceptable, the products that seemed to appear without contributing

towards the realism of the film were deemed intrusive, the most obvious example of

this is the Guinness placement in Minority Report. In a scene full of placements,

Guinness gains attention due to its use of dialogue mentioning and foreground

appearance; however it was deemed intrusive by both groups as it contributed little to

the feel of the film. This particular placement was seemed as a blatant advertisement

25

and drew responses such as ‘that was the worst one’. It is clear to see that such

forceful methods of product integration draw negative responses. Such attitudes

would back up the suggestions of Balasubramanian et al (2006) that blatant

placements have the ability to irritate. The Guinness placement was reported by

respondents to have created a self parodying feel. It is therefore important that the

products appear in the right context whilst contributing towards the content of the film

in order to gain a favourable response form the audience.

As mentioned, the frequency at which the brands appear in the films affects

recall, but this frequency also affects attitudes towards the intrusiveness of these

brands. Whilst the placements in Die Another Day were not deemed intrusive due to

there constant pacing, the clustering of placements in Minority Report led to a

saturated feel in certain scenes that some, although not all respondents felt was

intrusive. Although the amount of brands appearing in each film is very similar, 15 in

Minority Report and 20 in Die Another Day, the frequency at which they appear

affected attitudes to placements but not the brands themselves. It would appear that

the suggestion of Gupta and Gould (1997) that attitudes towards product placement

depend on individual attitudes to advertising hold true.

It is possible to detect an element of ambivalence in the attitudes towards the

need for product placement in films. Although it was felt that there is not necessarily a

need for these branded products within the film as the plot and the action are the

central focus, the inclusion of brand identifiers of branded products does aid realism.

It was suggested that people are already aware of such brands and that any such

brands could be used to create realism. An exception to this is when celebrities are

associated with a particular brand, the notable example of this is the association of the

26

James Bond character with Aston Martin and this was reported to be expected as

central to his character.

6.3) Attitudes Towards the Ethical Concerns of Product Placement

The third and final area of research was the attitudes towards the ethical

concerns of product placement; the view of product placement as subliminal

advertising and the attitudes towards the inclusion of ethically charged products

within films.

Television week (2005) suggested that the use of product placement is indeed

the use of subliminal advertising but viewer attitudes appear to be somewhat

ambiguous. It was suggested that product placement can be viewed as subliminal but

there was generally a high level of brand recall from the participants in the study

suggesting conscious rather than subconscious effects of product placement. It is

important to remember that this may be due to the nature of the study, particularly as

the study progressed and the participants gained fuller awareness of what the study

concerned. One major debate would be the legitimate interest of the individual or how

much they desire to know. Balasubramanian (1994). Balasubramanian (1994) and

Hackley and Tiwsakul (2006) argued that the use of hybrid messages (a mix of

advertising and promotion) such as product placement raise questions as to consumer

education as such messages are paid for but the promotional intent remains hidden.

My results show that the consumer is far more aware of the workings of such methods

of communication as product placement and more educated to the processes of

advertising that suggested by Balasubramanian. It would appear that my findings

suggest that the viewing of product placement fits more into the category of

‘experiential consumption’ rather than ‘entertainment marketing’. Hackley and

27

Tiwsakul (2006). The brands were experienced as part of the movie and therefore

should be deemed to fit into this category.

Although the context of product placements is a movie and not an

advertisement itself the participants still recognised that the inclusion of the brands or

products within the films was paid for. It is important to remember that the

participants suggested that the placements aid realism and this may explain why they

are not necessarily deemed subliminal. However it was suggested that subliminal

messages are inherent in life and as there are so many marketing messages it is not

possible to consciously process them all. Thus it would seem that advertising has not

just merged with entertainment but also with all forms of culture.

In the debate concerning the active vs. passive consumer, the consumer

appears to be active not passive. Personal traits, desires and preferences appear to

shape individual attitudes towards product placement and this is reflected in my

research by the change in attitudes towards the brands on show; there was very little.

This would go to reject the notion of product placement being a method of subliminal

advertising and therefore challenge the suggestions of Television Week (2005). It is

also suggested that at a first viewing many of the products or brands embedded in the

production may be missed or viewed subconsciously but subsequent viewings,

particularly with a repeat viewing of a film or the purchase of a particular film on

DVD will reveal more product or brands.

Salzman (2000) suggested that the consumer is active due to cultural

processes, particularly the cultural need for self empowerment. The consumer and in

this case the viewer will not be shaped by messages presented to them but rather the

attitudes defined and enacted by the self. My research also detected a scepticism and

cynicism towards advertising as noted by O’Donohoe (2001) and Siva et al (2006).

28

This further suggests that the viewer holds an active stance, again supported by the

development of blasé attitudes as a result of saturation form marketing messages.

Over the last decade the ethical concerns of product placement have received

considerable attention, particularly where alcohol and tobacco is concerned.

Balsubramanian et al (2006). With regard to the concerns towards the placement of

ethically charged products within films, my findings are conclusive. Both the films

shown were a certificate 12 and the inclusion of ethically charged products,

particularly in Die Another Day, were reported to be central to the James Bond

character. Although it was felt that Bond is a character that people may wish to aspire

to, there was no promotion of a drinking culture. Although respondents understood

why there may be concerns towards using ethically charged products, particularly

where young viewers have access, the overall response was features of both films, in

particular the violence, are of more concern than the ethically charged products. Such

concerns are backed by Brennan et al (2004). The common feeling was that young

viewers will not be influenced to start smoking or drinking by product placements not

intended for their viewing. It was suggested that people over-estimate these concerns.

The findings of this study echoes that of Morton and Friedman (2002) in that if

attitudes towards placement are to be influenced, they are more likely to be so by who

uses the product in the film rather than the ethical concerns. These suggestions are

relevant to the films watched and may differ from film to film.

29

7) Conclusions

This paper is concerned with assessing the attitudes towards product

placements in film. The main areas of concern were brand attitudes and awareness,

realism versus saturation as a result of the inclusion of product placements and

attitudes towards the ethical concerns of placements.

For the most part the study detected positive attitudes towards the practice. It

appears that the viewers feel that the primary role of product placement is to increase

brand awareness and this appears to be the main affect of such placements. The most

effective forms of placement in creating awareness are those utilising physical

products with dialogue mentioning. Although these are the most effective it is found

that the viewer primarily sees that brands or products that they are already familiar

with, relate to as a means of personal preference or already use. Repeated images of

the brand name or branded product also reinforce awareness.

It is apparent that attitudes were not altered significantly by the placements

and any attitudes that were altered were as the result of the use of associating a brand

with an aspirational character. However even these changes were marginal and did

not affect all. This study discovered a ‘blasé’ attitude not only product placement but

to advertising in general, further emphasising the importance of individual attitudes to

macro contexts in establishing attitudes to micro contexts, namely product placement.

It was commented by one participant that young people notice more advertisements as

they are part of youth culture. If this should be true, this would bode well for product

placements in the future but this would need empirical testing, especially against the

suggested saturated nature of advertising.

30

Product placement in movies adds a sense of realism to a film except in

situations where there is no detectable contribution to the film. The frequency of the

placements and the pace of the film are also important in determining attitudes

towards product placements contribution towards advertising clutter in films. It was

commented that although the inclusion of branded products or brand identifiers aided

realism, any brand could be included in a film and the product or brands were merely

incidental to what was going on in the film. This further backs up the creation of

realism through utilising placements. Such attitudes would suggest more of a positive

for the film and the marketer. The only times branded products are to be expected in

film’s are when they are associated with particular celebrities or characters, for

example James Bonds association with Aston Martin and Omega watches. Although

there does appear to be some attachment to ‘human brands’, as suggested this

attachment can only form if there is an existing positive feeling towards the ‘human

brand’. Thompson (2006). This last point although supporting previous research, may

need further and more comprehensive testing in order to make solid generalisations as

these findings were based on two films.

The attitudes towards the ethical concerns of product placement are somewhat

ambivalent. Although there is appreciation for the concerns in general there appears to

be very little actual concern. The appearance of ethically charged products such as

alcohol and tobacco within the films was not deemed problematic as there was no

obvious glorification of these products within the films viewed. The concerns of

product placement as subliminal advertising also show ambivalent attitudes.

Suggestions that the product placements could be deemed subliminal was contested

with high brand recall levels, however this may be due to the study design and

repetition of procedures. Such attitudes towards the ethical concerns of placements

31

can be seen to benefit the practice as there is less concern than first appears. It may be

said that there is concern from a minority but the majority remain unmoved by such

worries.

It is suggested that advertising has not just merged with entertainment but also

with wider culture and this is why brand attitudes showed little sign of change as a

result of the placements. Advertising appears to have penetrated popular culture,

advertising and culture learn from each other as well as sharing artistic pretensions.

O’Donohoe (2001). Such a view may further demonstrate the blasé attitude towards

advertising. The saturation of marketing communication messages on a day to day

basis is felt to have left the individual with too much information to process over too

short a time, hence why the placements had little effect. Instead personal opinions and

preferences appear to determine consumer behaviour rather than influence from

methods such as product placement.

The findings of this study carry managerial implications. It would appear by

the lack of concern for the suggested ethical implications of product placement by

viewers that is indeed possible for marketers to bypass advertising regulations. A

managerial implication for this is that product placement will not be an effective

medium for introducing a new product or brand to viewers. Alternative mass media

should be utilised to create a general awareness and this can be reinforced through the

use of placements. The attitudes towards the frequency of placements suggest that

clustering of placements should be avoided and if possible placements should be

spread evenly through the film as not to create an intrusive feel. This study also

highlights the difference in attitudes between cultures. For example Karrh et al (2001)

reported that there is far more concern regarding the inclusion of product placement

amongst viewers in Singapore than is reported in this study. As moviemakers cannot

32

adapt films to suit varying cultures, differing attitudes are to be expected between

these different cultures. Marketers may also address the amount of advertising they

produce against its effectiveness. It would appear the more cluttered the advertising

landscape becomes, marketing communications get lost and therefore more are

produced and again these become lost in an even more clutter environment; so the

cycle repeats.

Product placement is an important promotional method that yields the benefit

of heightened brand awareness but not should be solely relied on to do so. It is

suggested that in an already saturated advertising environment product placements

further add to this saturated feel and this may explain their limited ability to influence

brand attitudes and attitudes towards product placement in general in any discernable

way.

8) Reflections and Recommendations

A problem with the qualitative approach as shown by Burns (2000) is that it is

difficult to apply standard conventions of reliability and generalisation. The attitudes

discovered in my research are specific to the participants and as I used a relatively

small number of participants due to time and commitment problems my results can

not be deemed as a generalisation and relevant to all movie viewers. A trade off was

made between a small number of participants providing rich information and a large

sample providing the ability for generalisations. However I do feel that these results

do offer new insights into this field as well as supporting previous literature. I also

feel that the handling of the groups and interview processes removed any bias and

33

social desirable answers (Creswell 2003) and I managed to uncover true thoughts

from the participants and therefore my results are representative of the participants.

The repetition of procedures may distort findings as the participants began

watching more carefully for the appearance of brands and therefore the movie

watching experience is not fully replicated. However with the groups I was able to

assemble, and the study design, this was not an issue I could manage a way of

controlling. The only way of doing so would be to use a different group for each

movie viewing but this was not practical again due to commitment problems.

Although the level of involvement in the group discussions was higher in

group A than in group B, I feel that I found all the information relevant to my research

objectives. Perhaps the lesser involvement by group B suggests much about their

particular opinions towards the area. Overall I felt that my research questions were

well defined and that I managed to address all three sufficiently to build suitable

conclusions.

A possible area for future research is to attempt to discover at what point

saturation from product placements occurs: at what point do the audience deem there

are too many. It may also be beneficial to discover when people start to filter out

advertising and also product placements in order to understand what the optimal

amount of marketing communication is. Research could focus on attitudes towards

placements within different genres of film to discover what genres prove the most

effective in influencing brand attitudes, and also to look at attitudes within varying

groups. (i.e. age, ethnicity, religion and gender). Future studies may simply replicate

this study to test the levels of external validity of this study. Dooley (1995): Wells

(1993). This study may also be replicated but using differing groups for each viewing

thus eliminating any pre-conception as to the aim of the study, a repetition using more

34

groups and more films as stimulus material may also give greater generalizability to

the findings. Product placement is a method of marketing communication with

growing importance. Morton and Friedman (2002). Such future research will add to

the current knowledge and give greater levels of effectiveness to this method of

communication.

35

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9) Appendix

(9.1) Discussion main themes and quotes (p41)

(9.2) Discussion questions used as prompts (p46)

(9.3) Group Interviews (Attached to back cover)

40

9.1 Discussion main themes and quotes

Group A, Discussion 1. Post Die Another Day

0 mins:05 seconds - Brands recalled from the film (B.A, Bollinger, Aston Martin, Range Rover, Ford GT40, Ferrari, Lamborghini, Omega, Martini, Sony Ericsson.

1:15 - Yes there are too many placements (one participant) removes art aspect No there are not too many placements (three participants). Not going to

influence purchase behaviour

The brands fit into the film (the context and the genre of the film)

Brands that stood out were…….. B.A stood out as there was a full screen shot of the plane Bollinger as visual and dialogue mentioning Aston Martin as visual and dialogue mentioning as well as heavy repetition

5:50 - Blasé attitude towards advertising in general as bombarded with ads.

7:00 - The Aston Martin brand is associated with James Bond. Recall of old models of Aston Martins (DB5).

7:30 - No brand attitudes changed as a result of the viewing of the film, overall Viewing emphasis was on the film itself.

9:30 - Doesn’t make people want to want products more

10:00 - Need the products to create the film but they don’t have to be branded

10:40 - The car is the focal point of the film at times and this appeals to different sexes and groups

11:30 - You see the products in the film that you can relate to or already know

12:50 - The inclusion of branded products aids realism as the character needs these products to function in his role and make up the images of the characters.

13:42 - The products need to fit the context of the film to be deemed acceptable

14:30 - No purchase decisions altered

15:50 - The concerns towards ethically charged products are appreciated bur people ‘read into it too much’. The use of such products is central to his character.

41

18:00 - Kids will not be influenced to smoke or drink by the inclusion of ethically Charged products, however may not be a good thing it is glorified.

Group A, Discussion 2. Post Minority Report

0:13 - Brands recalled were Lexus, Aquafina, Guinness, Reebok, Pepsi, USA Today

0:19 - ‘That was the worst one’ With reference to the Guinness placement

0:53 - Guinness and Lexus were the most prominent

1:04 - Pepsi stuck out as was on the screen for a long time.

1:28 - The Guinness placement was too ‘in your face’ and was seen as comical

1:52 - Products were not the central focus of the film

2:09 - Showed the brands as innovative as associated with future contexts

2:52 - No brand attitudes altered. The brands are incidental to what is going on in the film.

3:31 - The placements can get lost in the film when there is lots of action and pace increases (3:50)

4:07 - No purchasing decisions will be altered (group clear of this).

4:25 - The effectiveness of advertisements questioned

5:10 - Purchase decisions are built on personal preference, taste and experience rather than advertisements.

6:29 - Commercial breaks are a more obvious form of advertising.

6:44 - Product placements are ‘quite pretentious in places’

7:13 - Product placements can be deemed as subliminal advertising

7:39 - Brands will only be associated with the film in the short run

8:05 - Youth see more ads as advertisements are a part of the culture they have been brought up in

8:30 - It was commented that brands may only have been recognised as respondents Were looking out for them as a result of the study

9:00 - The pace of the film determine how many brands you take in / remember.

9:39 - More brands were noticed in the bond movie as the placements were more

42

evenly spread and not grouped together. It was also a less complex film.

10:00 - Older generations don’t notice as many advertisements. Recall also comes down to audience engagement.

11.45 - ‘Gap’ recalled. Product placement will only be as effective as the film is engaging.

12:11 - Product placement makes the film more realistic and authenticates the film. The film also legitimises the brand names.

12:50 - Product placement ‘making it realistic’.

13:49 - Product placements are not necessarily as aggravating as commercial breaks.

14:20 - The effectiveness of product placement compared to the cost was questioned by a participant.

16:05 - There is not necessarily a need for these products to be in the film as we know the brands but they do still aid realism. (16:39).

17:01 - The association of a brand with a celebrity (Tom Cruise) not influenced the the perception of the brand or attitudes. The central focus was the product and not the celebrity.

43

Group 2, Discussion 1. Post Minority Report

0:05 - Brands recalled were Pepsi, Ben and Jerry’s, Lexus, USA Today, Nokia, Burger King, Starbucks, CK One, Gap, Guinness, Aquafina, Bvulgari

0:37 - Link made between the Irish Colin Farrell and Guinness. -The brands that stuck out the most were… Amex – Billboard in the background Lexus – Repetition and physical product Bvulgari watch through repetition

0:59 -.The placements were sporadic and grouped together and this made the placements ‘quite intrusive.’

1:23 - No attitudes changed as all the placements appeared to quick to be able to do so.

1:37 - ‘The Lexus was cool’. ‘It was cool car’. The response of one participant who later commented on how he doesn’t usually like Lexus’.

1:55 - Some of the placements ‘were too quick’. There were too many ads.

2:10 - ‘The ones that stuck out were the only ones in a scene’ eg – Nokia, Lexus

2:25 - Some commented that the Bvulgari watch was hard to remember as they were not familiar with the brand name.

2:38 - The ‘Gap’ placement was effective as it showed physical products and related to the future.

2:53 - The Guinness placement was ‘a joke’. It gave a self parodying feel.

3:23 - There was uncertainty as to whether the products were the central focus of the film or not. -‘Sometimes, there was no focus on the film - ‘Seemed a bit pointless’ - ‘That is what shopping malls are like.’

4:00 - Yes can be deemed subliminal advertising as may have not noticed the products outside of this study.

4:37 - No regard for the concerns towards ethically charged products. ‘Kids are surrounded by ads for cigarettes.’

5:02 - No attitudes were changed as a result of celebrity association. ‘I don’t like Tom Cruise.’

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5:43 – ‘Associate more with people you want to be’. E.g. James Bond.

Group 2, Discussion 2, Post Die Another Day

0:04 - The brands recalled were Sony Ericson, B.A, Jaguar, Aston Martin, Volvo, Porsche and Ford.

0:26 - Full agreement in that there were not too many placements.

0:38 - The car was the central focus of the film.

0:50 - The car being the central focus aided the film as ‘these sort of films rely on these products’.

1:13 - With reference to brand attitudes when talking about the Aston Martin- -‘The film made it really cool.’ -‘He (James Bond) is cool.’

1:55 - ‘Saying ‘The Aston’ was better than just showing it’. With reference to the effectiveness of the Aston Martin placement.

2:30 - No concern for the inclusion of ethically charged products. -‘Children won’t get the liver joke’ -‘I didn’t see the branded alcohol’

2:24 - ‘Its not promoting a drinking culture’

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9.2) Discussion questions used a prompts

●How many brands can you remember?

●Do you think there are too many product placements? Why?

●Do you feel that the products on show are at times the central focus of the film? Do

you feel this to be good or bad? Why?

●Does the appearance of a brand in a movie affect your attitudes towards the brand?...

Why? (ie, association with situation, person, action)

●Do you think product placements aid realism or do you feel they get in the way?

Why? Do you see them as a blatant advertisement or not? Why?

●What forms of placement do you find least affective and most intrusive and why?

(ie, brand mentioning, dialogue mentioning, brad shown n foreground or background)

●Does the use of celebrity’s make you want to use or be associated with the brand or

product? Why?

●Do you feel this type of marketing to be subliminal advertising? Why?

●How do you feel about the placement of ethically charged products such as tobacco

and alcohol? How about where celebrities are involved? How about where young

viewers have access to the film?

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