haku: @indexterm young people / yhteensä: 162
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| Tekijä: | Lee, T. Sung, Y. Choi, S. M. |
| Otsikko: | Young adults' responses to product placement in movies and television shows: A comparative study of the United States and South Korea |
| Lehti: | International Journal of Advertising
2011 : VOL. 30:3, p. 479-507 |
| Asiasana: | consumer attitudes young people USA Korea, south film industry brands advertising media advertising |
| Vapaa asiasana: | television product placement |
| Kieli: | eng |
| Tiivistelmä: | This paper explores American and Korean young adults' views on product placement in movies and TV shows. The study relies on online survey targeted at college students in the US and Korea. The findings show that young adults in both countries perceive movie product placement in the same way. However, Korean young adults perceive TV product placement as less efficient in enhancing content realism and more misleading and unethical. The results indicate that materialism, attitudes towards advertising and realism enhancement seem to be prominent predictors of consumer cognitive response to product placement. |
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