Young adults' perceptions of product placement in films: An exploratory comparison between the United Kingdom and Hong Kong |
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Authors: | Fanny Fong Yee Chan Ben Lowe Dan Petrovici |
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Institution: | 1. Department of Marketing, Hang Seng Management College, Hang Shin Link, Siu Lek Yuen, Shatin, New Territories, Hong Kong;2. Kent Business School, University of Kent, Canterbury CT2 7PE, Kent, UK, |
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Abstract: | Even though young adults are a major audience of films and the main target group for product placement, very few studies explore how youngsters across cultures perceive and interpret this marketing communication tool. This study explores this issue through thirty-two in-depth interviews conducted in the United Kingdom and Hong Kong. The comparative analysis focused on four aspects: (1) young consumers' movie consumption habits and their exposure to product placement; (2) their general views towards product placement and advertising; (3) their perception of different execution styles of product placement and its impact and (4) the regulatory and ethical concerns of product placement. Results indicate that the young generation actively engages in interpreting brand integration in films and they were generally positive about it. Although interpretations of product placement are reported on an individual basis, this study suggests that culture may also affect how individuals perceive product placement. This exploratory study raises important issues about cultural differences in the perception of brands placed in films and provides insights for further research in the area of product placement. |
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Keywords: | product placement film young consumers culture interpretation ethical concerns |
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