L’atteggiamento nei confronti del “product placement” in Italia: un’analisi comparativa tra i diversi contesti di intrattenimento
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Product placement is a growing promotional area upon which much Italian academic and
media attention has recently been focused.
This paper reports the fi ndings of an exploratory quantitative study of the attitudes of 1.285 Italian
college students toward product placement in movies, in television programs, and in videogames
and their perceptions of the acceptability of this emerging promotional medium.
The results of the survey indicate that while there are generally favourable attitudes toward
product placement, product and gender have an impact on product placement acceptability.
In fact, the three ethically-charged products of guns, cigarettes and alcohol were largely considered
not acceptable to be placed in movies. Females also found the placement of ethically-charged
products as less acceptable than did males. The acceptability of ethically-charged product placements
did not differ with regard to the frequency of fi lm watching at the cinema or on TV.
Finally, this study identifi ed a segment of respondents who expressed the liking of the presence of
existing brands in a movie and the belief that this presence establishes movie scene authenticity,
enhances the entertaining experience, helps to fi nance interesting movies, aids in character development,
and does not reduce the artistic value of the movie.
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