Publication Date

Fall 2010

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Journalism and Mass Communications

Advisor

Diana Stover

Keywords

Bollywood, Brand Placement, Brands in Movies, Hollywood, Movie Advertisment, Product Placement

Subject Areas

Mass Communications

Abstract

Product placement, or placing brands in movies, is a widely recognized practice that dates from the 1980s. This study is a content analysis of product placement in 15Bollywoodand 15Hollywoodmovies from 2005 to 2009.

Statistical tests showed that there were a significantly higher number of product placements in Hollywood movies that were integrated into the storylines, verbally referred to by characters in the movies, appropriate to the movie scenes, and containingimplied endorsementsby the actors than product placements in Bollywood movies. However, in terms of duration of the time that brands were onscreen, product placements in Bollywood movies in 2006 and 2007 were significantly greater than in Hollywood movies.

The results also showed many similarities between the movie industries in the two countries. Transportation was the most prominent product category followed by electronics in both Bollywood and Hollywood.Brandsfrom both the industries were primarily presented in a positive context and were mainly associated with the primary movie characters. Almost all the products were featured in such a way that their brand names or logos were shown as well their other functional or aesthetic qualities.

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