Date of Award
Fall 1992
Document 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.
Recommended Citation
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.
https://epublications.marquette.edu/theses/2010