Nappolini, Marco and Hackley, Chris (2008) Moviegoers’ response to product placement: a mise-en-scene analysis.
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Product placement is a form of marketing promotion which is attracting increasing attention from practitioners and academic researchers. To date, most management research in the field has conceptualized product placement in terms of information exposure which accesses semantic memory, ignoring the media context of dramatic entertainment and its potential influence on the meanings of the brand. This paper offers a new conceptualization of product placement as dramatic entertainment. It takes a holistic approach, adapting a mise-en-scene analytical framework from film theory to draw out the potential meanings of the brand within the movie context. The implications for marketing research practice and for interpretive marketing theory are discussed.
This is a Published version This version's date is: 07/2008 This item is not peer reviewed
https://repository.royalholloway.ac.uk/items/5765dcaa-e5d1-4351-d3c6-b649127880a3/1/
Deposited by () on 23-Dec-2009 in Royal Holloway Research Online.Last modified on 14-Apr-2011
School of Management Working Paper SoMWP0802 ISBN: 978-1-905846-17-7
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