Product placement in movies : impact of duration/screen size on viewers’ attitude towards placed brand.
Tan, Glenda Si Min.
Chee, Esther Boon Ee.
Date of Issue2009
College of Business (Nanyang Business School)
Background: This research study primarily aims to find out whether a longer duration and bigger screen size of product placement leads to a more positive attitude towards the placement in movies. The researchers seek to find a relationship between both independent variable (respondent’s attitude) and dependent variables (longer duration /bigger screen size). Therefore, a questionnaire was designed and adopted to gather further information from respondents. The target audience for this study were undergraduates (age: 20 to 29) from the three local universities: SMU, NTU, NUS. Results: As predicted, the respondents for both tests indicated a positive attitude towards Adidas after watching the clip. Overall, when the brand was featured more prominently in terms of screen size and longer duration, it was better able to capture the attention of the respondents. At the same time, respondents are able to recognize and identify with the placed product more easily. Conclusion: Result from the study contributes positively to both the client company and advertisers alike. Knowing that big screen size(50%) and long duration(>10 seconds) generate the most positive attitude towards the placed brand, advertisers can then advise studios and their clients to portray the products more prominently whenever possible as compared to just featuring it on screen.
Final Year Project (FYP)
Nanyang Technological University