‘We Have Everything to Learn from the Americans’: Film Promotion, Product Placement and Consumer Culture in Italy, 1945-1965

Gundle, Stephen

doi:10.1080/01439685.2020.1715596

Cited by 8 publications

(9 citation statements)

References 12 publications

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“…In the film industry, considering that cinema and consumer culture have been symbiotically enriching each other since their very inception, brand placement provides another opportunity to promote brands and products in films through a strategic use which attends to both the commercial aspect and the story line (Wing-Fai, 2015;Kumar, 2017;Gundle, 2020;Sharma and Bumb, 2022). The effectiveness of this technique is greater when the commercial dimension reaches the spectator in a way that is more integrated with the narrative discourse, as it participates in the story within the framework of the experience (Álvarez-Rodríguez, 2021).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Utilización del brand placement en la filmografía de Quentin Tarantino

Gutiérrez-Aragón,

Fondevila-Gascón,

Gassiot-Melian

et al. 2024

REMEDCOM

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La utilización del product placement como herramienta de comunicación y publicidad en los medios audiovisuales se ha ido incrementando en las últimas dos décadas al tiempo que iba decayendo el empleo de otras formas más tradicionales debido a un aumento de su rechazo por parte del público. Este estudio tiene como objetivo analizar en profundidad el uso del product placement en la filmografía de Quentin Tarantino, tratando de determinar el número de casos, los tipos de productos y marcas que más aparecen, el tiempo total por película que se destina a ello, el tipo de emplazamiento, así como otros aspectos técnicos relacionados con el mismo. La metodología empleada es de tipo cuantitativo a partir del análisis de contenido de los datos resultantes de la tabulación de todos los casos de product placement que aparecen en las películas del director. Los resultados de la investigación evidenciaron la presencia de product placement ficticio y, por lo tanto, su coexistencia con el product placement real, así como la preferencia por comunicar el emplazamiento de manera visual. Se concluye que Tarantino utiliza este tipo de publicidad en toda su filmografía, con un promedio de 41,7 casos por película, en su mayor parte de una forma intencionada para ambientar y aportar realismo en las escenas.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Utilización del brand placement en la filmografía de Quentin Tarantino

Gutiérrez-Aragón,

Fondevila-Gascón,

Gassiot-Melian

et al. 2024

REMEDCOM

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“…Film promotion is a particular promotion practice in the film industry. It is the most crucial part of every film's release and usually occurs in coordination with the film's distribution process (Gundle 2020;Ulker-Demirel et al, 2018). Film promotion generally includes trailers, press releases, advertising campaigns, merchandising, franchising, social media (Facebook, Twitter, Instagram, and Line), and interviews with key people involved in the film, such as the actors and director (Horvath & Gyenge, 2018;Ulker-Demirel et al, 2018).…”

Section: Film Promotionmentioning

confidence: 99%

Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia

Afifah

Daud

Mulyadina

2022

GADJAH MADA INT. J. BUS.

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A trailer is a brief description of a film and provides a 1 to 3 minute cinematic experience that displays images from the film to influence consumer behavior. This research was conducted to propose a conceptual model regarding affective, cognitive, and environmental responses to viral marketing, which are moderated by audience behavior, for the movie trailer of “Spiderman: Far from Home.” The film was released in July 2019 by Marvel Cinematic Universe (MCU). This study adopted the wheel of consumer analysis to bridge the research gap. An online survey was forwarded to 200 respondents using structured questionnaires through social media sites, such as Line, WhatsApp, Facebook, and e-mail. The data were then analyzed using structural equation modeling (SEM). The results showed that the audience’s affective, cognitive, and environmental responses significantly influenced viral marketing. The results further indicated that the audience’s behavior was not a moderating variable, as the significance level was less than 0.05. The results can contribute to determining social media marketing strategies for promoting film trailers that are beneficial for companies, especially in Indonesia. Therefore, the companies can grow and become more competitive in the film industry. Although this study discusses viral marketing in the film industry, the results can also contribute to other industries, in order to increase the popularity of their products.

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“…For a very long period of time, the film industry has been in the center of leisure and culture. Manufacturers need to reach the right combination of business and culture in movies to adapt to different national conditions and development situation in different countries, regions, and inject the particularities of countries that develop the consumer's cultural identity, to make a product of their own unique market appeal [63]. The success factors of films in different cultures and countries are alterable and paying attention to specific regional factors is the key to success [64].…”

Section: To Learn Other Culturesmentioning

confidence: 99%

The Creation and Operation Strategy of Disney’s Mulan: Cultural Appropriation and Cultural Discount

Chen

Yang

2021

Sustainability

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The purpose of this paper is to explore Disney Mulan’s cultural appropriation strategy and the cultural discount phenomenon formed in the Chinese market from the perspective of users and discuss the creation and operation strategy of the film. In 2020, Disney released a new film that originated in China, Mulan, but received negative reviews from the Chinese consumer market. Taking this as an example, this paper uses NVivo and ROSTCM to conduct content-coding and text analysis on creators’ interview records and consumer comments and seeks for the differences in understanding between Chinese audiences and creative teams. The results show that cultural appropriation is an effective strategy for film creation, but cultural appropriation based on misinterpretation will lead to cultural discounts in the operation of films. Therefore, corresponding strategies during film creation and operation should be adopted to better realize the sustainable development of culture.

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‘We Have Everything to Learn from the Americans’: Film Promotion, Product Placement and Consumer Culture in Italy, 1945-1965

Cited by 8 publications

References 12 publications

Utilización del brand placement en la filmografía de Quentin Tarantino

Utilización del brand placement en la filmografía de Quentin Tarantino

Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia

The Creation and Operation Strategy of Disney’s Mulan: Cultural Appropriation and Cultural Discount

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