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Among the most controversial subjects, however, is the use of ethically-charged products in film. The most common discussed are the use of cigarettes, alcohol, and guns, this due to the potentially harmful implications their exposure can have on someone. A 1997 study shows some individuals’ impressions of such placements in films. The study measures undergraduate college students’ views regarding the acceptability of placing cigarettes, alcohol, and guns in movies. Results indicate that the acceptability of cigarettes, alcohol, and guns are 41.3%, 60.3%, and 38.7%, respectively (Gupta & Gould, 1997).

There is much concern over cigarette brands’ being placed in movies, a common argument cites a mandate made and enforced by the United States Surgeon General. It requires that all cigarette ads feature a health warning, making known the products’ potential hazards to the viewer. Surgeon General health warnings, however, are not found on films that feature these placements (Basil, 1997). Another common concern is that the use of these products will encourage the movie’s viewers to adopt smoking as a habit. (Basil 1997) and Everett, Schnuth, and Tribble (1998) cite Social Cognitive Theory in their respective articles. This states that through observation we learn a lot. Since moviegoers are actors smoking cigarettes (and in some cases adopting specific brands), and since this is usually portrayed in movies as glamorous the moviegoers may possibly be drawn to the habit (Basil,1997; Everett, Schnuth, & Tribble, 1998).

Research objectives

Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies.

Analyse viewers opinions on the ethical issues of product placement in movies.

Examine the role of products in movies as a strategic marketing tool.

CHAPTER II: methodology

This chapter refines and justifies the methodology deployed in this study. The process for gathering data focused more on that of a qualitative strategy however a quantitative means was also implemented, with the focus on consumer research and understanding consumer thoughts and feelings.

The research identified issues such as why consumers have the attitude or perception towards a product or brand which they have experienced through viewing product placement in movies, underlining issues such as acknowledgement, deciphering the message, and even perceptions and attitudes that are based on emotional and cultural feelings “sometimes we have a favourable attitude toward an offering simply because it feels good or seems right” (Hoyer & Macinnis 2008).

The quantitative approach was in the form of a questionnaire distributed to 18-25 year olds, the questionnaires allowed data from the focus groups to be tested and extended by from input from a wider range of participents, results are discussed in chapter 4.

Qualitative approach – Focus groups

Focus groups are a form of group interviewing that allows data to be generated 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。