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Mom, I Want That!: A Content Analysis of Product Placement in Non-animated Children’s Films

This content analysis examines changes over time in the amount and types of product placement in American non-animated children's films. The study reviews relevant literature on product placement, laws and regulations, and consumer reactions. Methods include a content analysis of 36 films released after 1982, coding for apparel, beverages, food, and other categories, as well as demographics of gender, race/ethnicity, and age.

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Mom, I Want That!: A Content Analysis of Product Placement in Non-animated Children’s Films

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  1. Mom, I Want That!: A Content Analysis of Product Placement in Non-animated Children’s Films By: Nicole Loughridge

  2. Thesis This study uses a content analysis of American, non-animated children’s films to identify changes over time in the amount and types of product placement.

  3. Literature Review Product Placement in Films • Chang, Newell, and Salmon (2006) • PQ Media (2005) • Hall (2004) Laws / Regulations • Campbell (2006) • Linn (2006) Reactions to Product Placement • Lovell (1997) • Children as Consumers • Cook (2000) • McChesney (2004) • Consuming Kids (2002) Luminere Brothers 1896

  4. Consumption Theory • Veblen (1899) Theory of the Leisure Class • Bourdieu (19 79) Aesthetic Sense as the Sense of Distinction • Schor (2004) Children as Consumers

  5. Methods • Conducted a content analysis of non-animated children’s films to measure frequency and types of product placements • Defined children’s film (G, PG, and PG-13) • Utilized the year 1982 • Sample population obtained from wikipedia.org • Final sample size of 36 films • Limited size to 16 films due to time constraints • Coded for : apparel, beverages, food, and other • Additional categories coded: gender , race/ethnicity, and age

  6. Findings

  7. Findings

  8. Findings

  9. Discussion • Overall, non-animated children’s films released after 1982 have more product placement than those films released prior to 1982. • Film directors are placing more product placements in their films than in previous years. • The year a film was released does not necessarily mean additional product placements. • Advertisers dramatically increased product placements in non-animated children’s films.

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