Date of Award
Thesis - Restricted
Master of Arts (MA)
Griffin, Robert J.
The first objective of the study is to analyze recall of a brand name when verbal endorsements are made of the brand name within a motion picture. This analysis is done by comparing recall in two situations (1) where an audience would encounter a visual-only brand name placement--e.g., a brand name appears on clothing and (2) verbal and visual brand name endorsement placement--e.g., a brand name appears on clothing and the brand name is verbally endorsed in the movie scene. A second objective is to provide a theoretical foundation to study such effects. An experiment is used to compare recall levels in the two product placement situations.
Sabherwal, Shonali, "Product Placements in Motion Pictures: A Memory Based Perspective Applied to the Recall of Brand Names" (1992). Master's Theses (1922-2009) Access restricted to Marquette Campus. 2010.