Date of Award

Fall 1992

Degree Type

Thesis - Restricted

Degree Name

Master of Arts (MA)

Department

Communication

First Advisor

Griffin, Robert J.

Second Advisor

Pokrywczynski, James

Third Advisor

Durvasula, Srinivas

Abstract

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.

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