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.
Table of Contents
- Introduction
- Problem Statement
- Objectives
- Literature Review
- Product Placement
- Strategies for product placement
Objectives and Key Themes
The objective of this paper is to analyze brand recognition in the film "Papa Benji" using the Tripartite Typology of Product Placement. The study aims to explore the degree of product placement, its impact on the movie plot, and the effectiveness of different product placement strategies in maintaining audience engagement.
- Tripartite Typology of Product Placement
- Impact of Product Placement on Film Plot
- Brand Recognition and Audience Engagement
- Effectiveness of Different Product Placement Strategies
- Analysis of Product Placement in "Papa Benji"
Chapter Summaries
Introduction: This chapter introduces the concept of product placement as a marketing strategy, highlighting its growing popularity and the potential challenges of balancing effective advertising with maintaining viewer engagement. It emphasizes the subtle nature of effective product placement and introduces the study's focus on analyzing product placement within the film "Papa Benji." The chapter sets the stage by discussing the shift from traditional advertising to more subtle methods, such as product placement, to reach consumers in a less intrusive manner.
Problem Statement: This section identifies the core issue of balancing effective product placement with maintaining the integrity of the film's plot. The chapter highlights the potential drawbacks of overt product placement, where the brand becomes the primary focus, distracting the viewer from the narrative. It emphasizes the importance of subtlety in product placement to avoid alienating the audience and turning a marketing strategy into a disruptive force. The increased use of product placement in films is presented as a cost-effective approach for advertisers, but the risk of disrupting the narrative and turning off the audience is highlighted as a major problem.
Literature Review: This chapter provides a comprehensive overview of existing literature on product placement, presenting various definitions and categorizations of the phenomenon. It explores different strategies for product placement, including screen placement, script placement, and plot placement, as well as the distinction between implicit and explicit product placement. The chapter critically analyzes diverse perspectives on product placement, synthesizing existing frameworks and theories to establish a foundational understanding for the subsequent analysis of "Papa Benji."
Keywords
Product placement, brand recognition, film analysis, Papa Benji, Tripartite Typology, marketing, advertising, audience engagement, screen placement, script placement, plot placement, implicit placement, explicit placement, brand awareness.
Frequently Asked Questions: Analysis of Product Placement in "Papa Benji"
What is the overall objective of this academic paper?
The main goal is to analyze brand recognition within the film "Papa Benji," utilizing the Tripartite Typology of Product Placement. This involves examining the extent of product placement, its influence on the movie's plot, and the effectiveness of various product placement strategies in maintaining audience engagement.
What key themes are explored in the analysis of "Papa Benji"?
The analysis focuses on the Tripartite Typology of Product Placement, the impact of product placement on the film's plot, the relationship between brand recognition and audience engagement, the effectiveness of different product placement strategies, and a detailed analysis of the product placement techniques used in "Papa Benji" itself.
What are the chapter summaries included in this preview?
The preview provides summaries for the Introduction (introducing product placement and its challenges), the Problem Statement (addressing the balance between effective placement and narrative integrity), and the Literature Review (providing an overview of existing research on product placement strategies and categorizations).
What is the Introduction chapter about?
The Introduction chapter lays the groundwork by defining product placement, discussing its increasing prevalence, and highlighting the delicate balance between effective advertising and viewer engagement. It specifically points to the subtle nature of successful product placement and introduces the study's focus on "Papa Benji."
What is discussed in the Problem Statement chapter?
The Problem Statement chapter focuses on the core challenge of integrating product placement effectively without compromising the film's narrative integrity. It addresses the potential negative impact of overt product placement, emphasizing the importance of subtlety to avoid alienating the audience. The cost-effectiveness of product placement for advertisers is contrasted with the risk of disrupting the viewing experience.
What does the Literature Review chapter cover?
The Literature Review provides a comprehensive overview of existing literature on product placement. It examines various definitions and classifications of product placement, explores different strategies (screen, script, plot placement; implicit vs. explicit), and critically analyzes diverse perspectives to build a strong foundation for the analysis of "Papa Benji."
What keywords are associated with this study?
Keywords include product placement, brand recognition, film analysis, Papa Benji, Tripartite Typology, marketing, advertising, audience engagement, screen placement, script placement, plot placement, implicit placement, explicit placement, and brand awareness.
What is the Tripartite Typology of Product Placement?
While not explicitly defined in this preview, the Tripartite Typology is a key framework used in the analysis of product placement within "Papa Benji." Further details would be found in the full academic paper.
What specific types of product placement strategies are discussed?
The preview mentions screen placement, script placement, and plot placement, as well as the distinction between implicit and explicit product placement strategies.
Where can I find the complete analysis of product placement in "Papa Benji"?
The complete analysis is not included in this preview; this is an excerpt providing an overview of the study's contents and objectives.
- 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
