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1. 1. Non-conscious Attitudes - a study of young people’s attitudes towards product placement

   University essay from Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

   Author : Sissel Hedqvist; [2012-09-17]
   Keywords : product placement; attitudes; media; consumption; television; series; film; brands; culture; non-conscious consumption;

   Abstract : Title: Non-conscious Attitudes - a study of young people’s attitudes towards product placement Author: Sissel Hedqvist Course: Term Paper in Media- and Communications Studies Term: Spring Term 2012 Supervisor: Marie Grusell Word count: 23 334 Objective: to find out young people in Sweden’s attitudes towards product placement in film and television series Method: Qualitative in-depth interviews Main result: The research shows that product placement is not a subject that is in the forefront of the respondents’ mind. They are aware of its existence but do not give it much thought, nor is it a subject that they discuss at length with anybody. READ MORE