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عنوان فارسی مقاله:
آیا شخصیت های منفی در نمایش صابونی برای جایگذاری محصول مثبت هستند؟
عنوان انگلیسی مقاله:
Can negative characters in soap operas be positive for product placement?
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Viewers, characters, and product placement
2.1. The effect of attitude toward product placement in general Consumers generally accept product placement; this has been shown in cross-cultural comparative studies (Gould et al., 2000) in the USA and Germany (DeLorme et al., 2000), Austria and France (Gould et al., 2000), Australia (Brennan et al., 2004), Singapore (Karrh et al., 2001), and the USA, Finland and Italy (Sabour et al., 2016). Overall, consumers seem to understand that product placement is part of brand communication strategy; they do not consider it either unethical or misleading and accept its incorporation in the fictional world (Sung et al., 2009). Even more skeptical segments of the population in relation to advertising such as adolescents tend to perceive product placement as a natural part of their daily lives (Mangleburg & Bristol, 1998). Despite this general acceptance, some researchers question the ethics of product placement because no explicit reference is made to the presence of brands in the audiovisual content. Some viewers may consider that product placement invades their privacy and denies them the ability to choose and the right to be informed (Nebenzahl & Jaffe, 1998). These ethical and deontological concerns are particularly relevant in the case of sensitive products like tobacco that cannot legally use traditional advertising (Gould et al., 2000). These concerns are also important to brands because consumers' attitudes and beliefs about product placement are linked to subsequent intentions of product usage (Friestad & Wright, 1994; Morton & Friedman, 2002). In fact, it is recognized that the attitude toward product placement in general is an important antecedent to consumer attitudes toward brands used in product placement (Balasubramanian et al., 2006); and positive attitudes toward product placement are usually connected with a positive attitude toward the placed products (Eisend, 2009; Gupta & Gould, 1997).
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کلمات کلیدی:
DOC]New Trends in Product Placement - University of California, Berkeley people.ischool.berkeley.edu/~hal/Courses/StratTech09/Tech/Preso/D-placement.doc by L Gutnik - Cited by 18 - Related articles Before the advent of movies and television, soap opera radio broadcasts .... product placement a positive feature that increased the realism of the game. Studies ... Handbook of Product Placement in the Mass Media: New Strategies in ... https://books.google.com/books?isbn=1136781285 Mary-Lou Galician - 2013 - Business & Economics ated as a standard television and film product placement, with the added ... a positive attitude about Taster's Choice consumers as sophisticated, romantic, sensual beings. ... Further, the appropriation of the soap opera format turned a popular ... Soap operas are best vehicle for product placement on TV - Marketing ... https://www.marketingweek.com/.../soap-operas-are-best-vehicle-for-product-placeme... Feb 23, 2010 - Soap operas are best vehicle for product placement on TV ... Drama received a positive vote from 41% of the poll and sport from 37% (male ... Product Placement in US and New Zealand Television Soap Operas ... basmartin.com/wp-content/uploads/2011/12/Pervan-and-Martin-2002.pdf KEYWORDS: Product placement; consumption imagery; soap operas ..... and New Zealand soap operas US soap New Zealand soap Positive Negative Positive ... Does Product Placement Change Television Viewers' Social ... - PLOS journals.plos.org/plosone/article?id=10.1371/journal.pone.0138610 by EL Paluck - 2015 - Cited by 5 - Related articles Sep 23, 2015 - Commercial product placement, defined as “insertion of branded products or ... Other soap operas integrate the behavior or social issue into the central ... change predict that placing positive behaviors into a soap opera could ... Engaging Consumers through Branded Entertainment and Convergent Media https://books.google.com/books?isbn=1466683430 Parreno, Jose Marti - 2015 - Business & Economics The concept of product placements has evolved into behavior placements, ... of its situation comedy shows and daytime soap operas airing during its “Green Week. ... with the hopes of promoting positive social behaviors, usually health related ... Does Product Placement Change Television Viewers ... - NCBI - NIH https://www.ncbi.nlm.nih.gov › NCBI › Literature › PubMed Central (PMC) by EL Paluck - 2015 - Cited by 5 - Related articles Sep 23, 2015 - Commercial product placement, defined as “insertion of branded products or ... Other soap operas integrate the behavior or social issue into the central ... change predict that placing positive behaviors into a soap opera could ...
