Product Placement on Movies
This study started with a comprehensive review of literature about product placement then concluded with findings from a qualitative research conducted using one-shot survey and four sets of online focus group discussions (FGDs). Qualitative design was used in order to generate new thoughts from the participants who watch films through cinemas, VCDs, or DVDs. The results suggest that the participants, who think product placement makes movies more realistic, find nothing unethical about product placement but they suggested that movies for kids and other films which are about war, politics, nature, environment, and social awareness should not contain any branded products.
Content
This study started with a comprehensive review of literature about product placement then concluded with findings from a qualitative research conducted using one-shot survey and four sets of online focus group discussions (FGDs). Qualitative design was used in order to generate new thoughts from the participants who watch films through cinemas, VCDs, or DVDs. The results suggest that the participants, who think product placement makes movies more realistic, find nothing unethical about product placement but they suggested that movies for kids and other films which are about war, politics, nature, environment, and social awareness should not contain any branded products.
