When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Revista Ciências Administrativas (Fortaleza. Online) |
Texto Completo: | https://ojs.unifor.br/rca/article/view/e9539 |
Resumo: | Transmedia narratives became an entertainment experience in which visual elements, characters, and objects create an imaginary world, conquering large audiences in a sequence of movies. From toy lines to Hollywood blockbusters, the Transformers movies franchise has turned into an opportunity for brands to reach consumers in a world where technological devices have changed how they absorb advertisements. In this context, we propose a longitudinal analysis of brand placements in the five movies launched under the Transformers label from 2007 to 2017. A 65-hours passive observation of the movies’ content identified several insertions, most frequent brands, and most frequent product categories in each film, classifying data according to placement type, prominence, congruency, and product category criteria. A longitudinal analysis of the five films revealed that brand placement constitutes an effective strategy once its use showed to be consistent over the years. Congruency was the most relevant factor in brand communication and the movies over time, helping consumers familiarize themselves with brands, associate brands to the story, and enhance brand recall. This analysis indicates a successful integration of brand and film components, resulting in adequate placement insertions, promoting benefits for companies, brands, and the cinematographic industry. |
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When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchiseproduct placementbrand placementtransformersmovie industry.Transmedia narratives became an entertainment experience in which visual elements, characters, and objects create an imaginary world, conquering large audiences in a sequence of movies. From toy lines to Hollywood blockbusters, the Transformers movies franchise has turned into an opportunity for brands to reach consumers in a world where technological devices have changed how they absorb advertisements. In this context, we propose a longitudinal analysis of brand placements in the five movies launched under the Transformers label from 2007 to 2017. A 65-hours passive observation of the movies’ content identified several insertions, most frequent brands, and most frequent product categories in each film, classifying data according to placement type, prominence, congruency, and product category criteria. A longitudinal analysis of the five films revealed that brand placement constitutes an effective strategy once its use showed to be consistent over the years. Congruency was the most relevant factor in brand communication and the movies over time, helping consumers familiarize themselves with brands, associate brands to the story, and enhance brand recall. This analysis indicates a successful integration of brand and film components, resulting in adequate placement insertions, promoting benefits for companies, brands, and the cinematographic industry.Universidade de Fortaleza2021-06-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://ojs.unifor.br/rca/article/view/e953910.5020/2318-0722.2021.27.1.9539Revista Ciências Administrativas; v. 27 n. 1 (2021)2318-0722reponame:Revista Ciências Administrativas (Fortaleza. Online)instname:Universidade de Fortaleza (UNIFOR)instacron:UNIFORenghttps://ojs.unifor.br/rca/article/view/e9539/pdfCopyright (c) 2021 Revista Ciências Administrativas ou Journal of Administrative Sciencesinfo:eu-repo/semantics/openAccessZluhan, Caroline LuiseGodinho, Luiz FelipePetroll, Martin De La MartinièreScussel, Fernanda Bueno Cardoso2021-06-25T13:19:54Zoai:ojs.ojs.unifor.br:article/9539Revistahttps://periodicos.unifor.br/rcahttp://ojs.unifor.br/index.php/rca/oai||revcca@unifor.br|| sergioforte@unifor.br2318-07221414-0896opendoar:2021-06-25T13:19:54Revista Ciências Administrativas (Fortaleza. Online) - Universidade de Fortaleza (UNIFOR)false |
dc.title.none.fl_str_mv |
When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise |
title |
When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise |
spellingShingle |
When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise Zluhan, Caroline Luise product placement brand placement transformers movie industry. |
title_short |
When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise |
title_full |
When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise |
title_fullStr |
When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise |
title_full_unstemmed |
When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise |
title_sort |
When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise |
author |
Zluhan, Caroline Luise |
author_facet |
Zluhan, Caroline Luise Godinho, Luiz Felipe Petroll, Martin De La Martinière Scussel, Fernanda Bueno Cardoso |
author_role |
author |
author2 |
Godinho, Luiz Felipe Petroll, Martin De La Martinière Scussel, Fernanda Bueno Cardoso |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Zluhan, Caroline Luise Godinho, Luiz Felipe Petroll, Martin De La Martinière Scussel, Fernanda Bueno Cardoso |
dc.subject.por.fl_str_mv |
product placement brand placement transformers movie industry. |
topic |
product placement brand placement transformers movie industry. |
description |
Transmedia narratives became an entertainment experience in which visual elements, characters, and objects create an imaginary world, conquering large audiences in a sequence of movies. From toy lines to Hollywood blockbusters, the Transformers movies franchise has turned into an opportunity for brands to reach consumers in a world where technological devices have changed how they absorb advertisements. In this context, we propose a longitudinal analysis of brand placements in the five movies launched under the Transformers label from 2007 to 2017. A 65-hours passive observation of the movies’ content identified several insertions, most frequent brands, and most frequent product categories in each film, classifying data according to placement type, prominence, congruency, and product category criteria. A longitudinal analysis of the five films revealed that brand placement constitutes an effective strategy once its use showed to be consistent over the years. Congruency was the most relevant factor in brand communication and the movies over time, helping consumers familiarize themselves with brands, associate brands to the story, and enhance brand recall. This analysis indicates a successful integration of brand and film components, resulting in adequate placement insertions, promoting benefits for companies, brands, and the cinematographic industry. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-06-23 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://ojs.unifor.br/rca/article/view/e9539 10.5020/2318-0722.2021.27.1.9539 |
url |
https://ojs.unifor.br/rca/article/view/e9539 |
identifier_str_mv |
10.5020/2318-0722.2021.27.1.9539 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://ojs.unifor.br/rca/article/view/e9539/pdf |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Revista Ciências Administrativas ou Journal of Administrative Sciences info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Revista Ciências Administrativas ou Journal of Administrative Sciences |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade de Fortaleza |
publisher.none.fl_str_mv |
Universidade de Fortaleza |
dc.source.none.fl_str_mv |
Revista Ciências Administrativas; v. 27 n. 1 (2021) 2318-0722 reponame:Revista Ciências Administrativas (Fortaleza. Online) instname:Universidade de Fortaleza (UNIFOR) instacron:UNIFOR |
instname_str |
Universidade de Fortaleza (UNIFOR) |
instacron_str |
UNIFOR |
institution |
UNIFOR |
reponame_str |
Revista Ciências Administrativas (Fortaleza. Online) |
collection |
Revista Ciências Administrativas (Fortaleza. Online) |
repository.name.fl_str_mv |
Revista Ciências Administrativas (Fortaleza. Online) - Universidade de Fortaleza (UNIFOR) |
repository.mail.fl_str_mv |
||revcca@unifor.br|| sergioforte@unifor.br |
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1788165808430514176 |