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Agricultural Brand Placement in Film

Beam, Brooke W
http://rave.ohiolink.edu/etdc/view?acc_num=osu1396823381

Abstract Details

2014, Master of Science, Ohio State University, Agricultural and Extension Education.
Product placement in films began to gain momentum as an advertising strategy in 1982, and has since become a multi billion-dollar business (Spurlock, 2011). Although agricultural companies are not likely to pay for screen time in films because they have such a small share of the general advertising market in the United States and typically advertise using print advertisements, agricultural products are still present on the silver screen when the plot of the film is agriculturally based. With the agricultural industry only directly connected to less than two percent of the population of the United States who live on farms (EPA's Ag Center, 2012), these products are only relevant to a few number of moviegoers. According to the Motion Picture Association of America, Inc., cinemas annually attract more people than attendance to theme parks and major United States sports combined (MLB, NBA, NHL and NFL), in 2011 more than two-thirds of the population of the United States and Canada attended a movie at least once, and in 2012 alone the United States film industry grossed more than nine billion dollars (Motion Picture Association of America, Inc. , 2011) (The Numbers, 2012). Because of the high viewing rate and marketing power of films, it is logical to analyze the agricultural brands present in films to determine which films are marketing the American pastoral image and which companies are reaping the benefits of free marketing services to millions of consumers. This study analyzed over 40 films from the past 25 years to determine how 26 agriculturally based brands were placed in the films from varying genres, ratings and production companies to represent the agricultural industry as a whole.
Emily Buck, Ph.D. (Advisor)
Gary Straquadine, Ph.D. (Committee Member)
127 p.
Agricultural Education; Agriculture; Film Studies
Agricultural Communication; Product Placement; Film

Recommended Citations

Citations

  • Beam, B. W. (2014). Agricultural Brand Placement in Film [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1396823381

    APA Style (7th edition)

  • Beam, Brooke. Agricultural Brand Placement in Film. 2014. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1396823381.

    MLA Style (8th edition)

  • Beam, Brooke. "Agricultural Brand Placement in Film." Master's thesis, Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1396823381

    Chicago Manual of Style (17th edition)

osu1396823381
1,983
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This open access ETD is published by The Ohio State University and OhioLINK.