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Product Placement in Children's Movies

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Lucy Smallwood

on 27 September 2015

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Transcript of Product Placement in Children's Movies

Product Placement in Children's Movies
Presentation Structure
Presented by:
Angela Melville Bickel (c2105540)
Ben Johnstone (c3128379)
Lucy Smallwood (c3145458)

Overview -
What is product placement?
Product placements are sponsored product messages intended to influence the audience through planned appearances of branded products either visually or verbally in films or television programs (Gupta & Lord, 1998; Toomey & Francis, 2013).

They are used to improve brand recall and recognition as well as increase brand preference (Morton & Friedman, 2002).
MRP: How does product placement in children's movies differ across the last 2 decades?
Frequency of visual
Frequency of verbal
Exposure time of visual
Position on screen
Space occupied on screen
Type of products, food or non-food
Level of interaction
Sponsor-scene congruency
70% had at least 1 product placement
4 movies accounted for 57% of placements
Total of 84 product placements
56% were from the 2000s
89% visual, 19% verbal
Only 19% of visual were food
50% were scene congruent
On average visual placements were 0:34
73% had little to no interaction
Quantitative, descriptive research using observation
Probability sampling techniques
Caution advised for:
The 2000s had a higher mean level of interaction with visual product placements (mean=1.96) than the 1990s (mean=1.65)

Both decades had equal mean frequency of scene congruent product placements. 1990s mean=1.5, 2000s mean=2.6
Many of the movies randomly selected had no placements

Only one group member viewed each movie

Small sample size to achieve significance
Both decades had equal mean frequency of visual product placements. 1990s mean=3.5, 2000s mean=4.3

Both decades had equal mean frequency of verbal product placements. 1990s mean=0.9, 2000s mean=0.7

Both decades had equal mean length of visual product placements. 1990s mean=0:35, 2000s mean=0:33
Calvert, S.L. (2008). ‘Children as Consumers: Advertising and Marketing’, The Future of Children, 18(1): 205-204

Gupta, P.B. & Lord, K.R. (1998). ‘Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall’, Journal of Current Issues & Research in Advertising, 

Karrh, J.A. (1998). ‘Brand Placement: A Review’, Journal of Current Issues and Research in Advertising, 20(2): 31-49

McNeal, J. U. (1991). ‘Planning priorities for marketing to children’. Journal of Business Strategy, 12(3): 12-15.

Morton, C.R. & Friedman, M. (2002). ‘“I Saw it in the Movies”: Exploring the Link between Product Placement Beliefs and Reported Usage Behavior’, Journal of Current Issues & Research in Advertising , 24(2): 33-40

Shrum, L. J. (2003). The psychology of entertainment media: Blurring the lines between entertainment and persuasion. Taylor & Francis

Toomey, D. A., & Francis, A. L. (2013). ‘Branded product placement and pre-teenaged consumers: influence on brand preference and choice’. Young Consumers: Insight and Ideas for Responsible Marketers, 14(2): 180-192
There is no association between the decade the movie was released and the position on screen

There is no association between the decade the movie was released and the space occupied on screen

Both decades had equal mean frequency of food product placements. 1990s mean=1.2, 2000s mean=0.7
Product placements are more persuasive and "realistic" than more traditional advertising appeals (Karrh, 1998).

As part of a movie they also have an endless shelf life (Karrh, 1998).

Overall they are a more efficient investment when considered in terms of cost per thousand and can add more credibility than other forms of advertising (Morton & Friedman, 2002).
Overview -
Example of product placement
Overview -
Why use product placement?
Confusion between fiction and reality impacts a child’s ability to construct a realistic view of product usage (Shrum, 2003).

Children may not understand the persuasive intent of advertisements and have difficulty comprehending (Calvert, 2008).

Multiple advocacy groups and consumer watchdogs have asked for either restrictive legislation or a suspension of the practice altogether, as there is not yet universal regulations for branded product placements even those directed at children (Toomey & Francis, 2013).
Overview -
Is this ethical?
The buying power of children has increased over time with youths influencing over billions of dollars in spending each year (Calvert, 2008).

There is an increasing realisation that children are companies' future customers (McNeal, 2007).

Through product placement favourable attitudes can be created without the child even being aware (Calvert, 2008).

Children are a more vulnerable audience (Karrh, 1998).
Overview -
Why children's movies?
Opportunities exist for placements in:
Overuse of visual placements
Overuse of food related placements
Verbal placements in place of visual
Decreasing exposure time for individual placements
Increased prominence of positioning & space occupied
Continuing to increase the level of interaction
Increasing the level of scene congruence
No significant increase in the level of placements. Possible saturation

Visual instances of placement were much more evident for both decades

We found a significant increase in interaction
Full transcript