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Produktplaceringens avtryck i en TV-serie
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Syftet med studien var att ge en utökad förståelse för hur användandet av produktplacering kan påverka tittarnas syn på en TV- serie.

Metod: Ett avsnitt av den svenska TV- serien Solsidan användes på grund av dess omfattande kritik mot användandet av produktplaceringar. Empirin samlades in genom en kombination av enkäter och fokusgrupper där 21 respondenter deltog och där de fick se ett avsnitt ur serien.

Teori: Teorier om minnesprocessen, varumärkeskännedom, informationshanteringsprocessen, olika dimensioner av produktplacering samt dess för- och nackdelar har använts för att sammanlänkas med studiens resultat.

Slutsats: Produktplacering medförde ingen förändrad syn på TV- serien Solsidan av olika anledningar:

A)    Samtliga respondenter hade en positiv inställning till produktplacering.

B)    I snitt uppmärksammades endast 29 % av placeringarna.

C)    De varumärken som uppmärksammades var mycket bra integrerade och påverkade inte tittarupplevelsen negativt.

D)    Produktplaceringen gjorde handlingen mer realistisk och trovärdig då respondenterna kunde relatera till liknande händelser.

Abstract [en]

Purpose: The purpose of this study was to provide an enhanced understanding about how the use of product placement can affect the opinion of a TV series.

 

Methodology: The Swedish TV- series Solsidan was used because of its criticism about product placement. The empirical data was collected by a combination of surveys and focus groups in which 21 respondents participated and watched one episode of the series.

 

Theories: Theories about the memory process, brand awareness, information processing, different dimensions of product placement and its pros and cons where used to conjoin to the results.

 

Conclusion: Product placement did not affect the opinion on the TV- series Solsidan for different reasons:

A)     All respondents had a positive attitude towards product placement.

B)    The recall of the placements was on average no higher than 29 %.

C)    The brands that where noticed where well integrated and did not affect the viewing experience negatively.

D)    Product placement made the scene more realistic and credible as the respondents could relate to similar situations.

Place, publisher, year, edition, pages
2016. , 63 p.
Keyword [en]
Product placement, memory process, brand awareness visual and auditive placements.
Keyword [sv]
Produktplacering, minnesprocessen, varumärkeskännedom, visuell och auditiv produktplacering
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:sh:diva-30961OAI: oai:DiVA.org:sh-30961DiVA: diva2:1033634
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2016-10-07 Created: 2016-10-07 Last updated: 2016-10-07Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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