Abstract: This article presents a content analysis of brand placements in three fashion TV series: The Hills, The City and Gossip Girls. For each series a complete season was analyzed. Several characteristics of the brand placements were coded: the extent to which the characters are involved with the brands, the length of the placement, the value of the placed products, the product categories and the prominence of the placement. Results show that a total of 350 placements were present in the three series. The average number of placements ranged between 20 and 5 per episode. Almost one third of the placements were for clothes.
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health