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In-Film Product Placement an Emergent Advertising Technique: Comparative Analysis between Top Hollywood and Egyptian Films 2010-2013

El Damanhoury, Kareem R.
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1427889898

Abstract Details

2015, Master of Arts (MA), Ohio University, Communication and Development Studies (International Studies).
Products have been placed in films since the appearance of Sunlight soap in a 1896 film. However, in-film placement has started to gain much traction in recent decades due to technological advances, such as the internet, Digital Video Recorders, and over-the-top providers that have been lessening the impact of traditional marketing. Product placement expenses in the American media have risen from $190 million in 1974 to around $3.5 billion in 2004 (Lehu, 2007). The practice is also existent in major regional film centers such as Bollywood, Korea, and Egypt. This study examined the in-film placement trends in Hollywood and Egypt through a quantitative content analysis of the top earning films between 2010 and 2013. Results show that the average number of placements was 35.30 and 27.65 per Hollywood and Egyptian films respectively. The practice was aligned in both in terms of modality, product category, scene setting, and character association.
Gregory Newton, Associate Professor (Committee Chair)
Lawrence Wood, Associate Professor (Committee Member)
Drew McDaniel, Professor (Committee Member)
117 p.
Communication; Comparative; Film Studies; Mass Communications; Mass Media
Product Placement; Advertising; Cinema; Film; Movie; Egypt; Hollywood; Content Analysis; Comparative Analysis; Quantitative

Recommended Citations

Citations

  • El Damanhoury, K. R. (2015). In-Film Product Placement an Emergent Advertising Technique: Comparative Analysis between Top Hollywood and Egyptian Films 2010-2013 [Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1427889898

    APA Style (7th edition)

  • El Damanhoury, Kareem. In-Film Product Placement an Emergent Advertising Technique: Comparative Analysis between Top Hollywood and Egyptian Films 2010-2013. 2015. Ohio University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1427889898.

    MLA Style (8th edition)

  • El Damanhoury, Kareem. "In-Film Product Placement an Emergent Advertising Technique: Comparative Analysis between Top Hollywood and Egyptian Films 2010-2013." Master's thesis, Ohio University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1427889898

    Chicago Manual of Style (17th edition)

ohiou1427889898
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This open access ETD is published by Ohio University and OhioLINK.