The Evolution of Product Placements in Hollywood Cinema: Embedding High-Involvement "Heroic" Brand Images

摘要: Abstract This content analysis of the 15 top-grossing motion pictures 1977, 1987, and 1997 uncovered 546 product placements present in fully one quarter (24%) total running time 45 movies. Product leaders were automobiles (21% all placements), beer (14%), soda (11%), with Coca-Cola overall brand leader. Full-display appearances remained dominant throughout. Most brief; however, “key” placements-lengthier showcases featuring brands central heroic roles idealized images resembling TV commercials-increased over 20-year period. Other related notable changes increases high-involvement (89%), implied endorsement (83%) (coupled a 9% rise “verbal/hands mentions,” most valued placement), “mentioned” (75%) (similarly coupled “used” number placed (32%) along decreases liquor (60%), association minor characters (40%) non-stars ...