An Exploratory Content Analysis of Product Placement in Top Grossing Films

  title={An Exploratory Content Analysis of Product Placement in Top Grossing Films},
  author={Fanny Fong Yee Chan},
  journal={Journal of Promotion Management},
  • F. Chan
  • Published 9 February 2016
  • Business
  • Journal of Promotion Management
ABSTRACTThe current study examines the prevalence and characteristics of brand appearances in the top grossing films broadcast in the United Kingdom (U.K.) and Hong Kong (H.K.). An average of 13 brand appearances per film was recorded and similarities and differences in brand execution features were revealed in the two cultural markets. Most of the films registered on the U.K. and H.K. top grossing lists are US production, which demonstrates that product placements are increasingly exported to… 
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