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Product placement during the family viewing hour
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Dissertation
Product placement during the family viewing hour
2006
Overview
The so-called family-viewing hour, the eight to nine o'clock hour of prime time, is one of the most watched hours of television by both adults and children. Advertisers, of course, favor shows that draw large audiences so their product presentations or commercials are witnessed by masses of people. Now, because of videocassette recorders and other similar control devices, viewers are eliminating commercials from their viewing experience1 and advertisers are clamoring for new ways to get their products into the mind of the consumer.2 To counteract this commercial avoidance by consumers, advertisers are embedding products within television programming thereby hindering the viewer's ability to eliminate commercials or product promotions. The result is that products that are normally not viewed become part of the viewing experience. This study revealed that the family-viewing hour is laden with product placements that include a variety of different types of products and brands.
Publisher
ProQuest Dissertations & Theses
Subject
ISBN
9780542725630, 0542725630
