The aim of this paper is to carry out a brand recognition analysis using the Tripartite Typology of Product Placement, in the film, "Papa Benji". The primary data was collected through content analysis while the secondary data were collected from scholarly journals and books.
Considering the large number of adverts inundating the average consumer daily on radio, television, bill boards among many others platforms, seeking other methods to reach clients in a subtler manner than traditional marketing messages becomes imperative. One of such tool is product placement which is a method of incorporating brand into film. However, despite being an effective tool of advert, it can have a downside when it comes to advertising and capturing the audience in a subtle way. If the placement is not subtle or too obvious, it can disturb the flow of the scene and further make the audience, shift attention to the advert rather than the plot of the film.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Problem Statement
- Objectives
- Literature Review
- Product Placement
- Strategies for product placement
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to analyze the use of product placement in the film "Papa Benji," using the Tripartite Typology of Product Placement, to examine the degree of product placement and its effect on the movie plot.
- Product placement as a marketing tool
- The Tripartite Typology of Product Placement
- The impact of product placement on film narratives
- The effectiveness of product placement strategies
- The balance between brand promotion and maintaining narrative flow
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction provides an overview of product placement as a marketing technique, its growing popularity, and its potential downsides. The problem statement highlights the challenge of balancing subtle product integration with maintaining the narrative integrity of a film. The objectives outline the paper's focus on analyzing product placement in "Papa Benji" and examining its impact on the movie plot.
The literature review provides a detailed exploration of existing definitions and frameworks for product placement, including the Tripartite Typology developed by Russel (1998) and the two-dimensional approach proposed by Gupta & Lord (1998). It examines various strategies for product placement, including screen placement, script placement, and plot placement, and discusses the distinctions between implicit and explicit product placement.
Schlüsselwörter (Keywords)
The primary keywords and focus topics of this paper are product placement, brand recognition, Tripartite Typology of Product Placement, film analysis, "Papa Benji," brand integration, narrative flow, marketing strategies, consumer behavior, and media studies.
- Quote paper
- Ihuoma Okorie (Author), 2022, The Tripartite Typology of Product Placement in the Movie "Papa Benji", Munich, GRIN Verlag, https://www.grin.com/document/1248217
