Semester
Spring
Date of Graduation
2006
Document Type
Thesis
Degree Type
MS
College
Reed College of Media
Department
Reed College of Media
Committee Chair
Dana C. Coester.
Abstract
Found today in virtually every type of media, the practice of product placement has been around since the First World War. The concept of this form of advertising stems from the idea that studio executives are constantly seeking out cost effective ways to produce movies and marketers' are supporting ways to get their products seen. Moreover, advertisements are becoming a thing of the past with new technological devices that allow viewers to skip commercials. It was found throughout this study that although consumers are aware of the practice and deem it ethical, they still vastly believe it can be a deceptive form of advertising.
Recommended Citation
Hornick, Leigh Ann, "The evolution of product placement: Consumer awareness and ethical considerations" (2006). Graduate Theses, Dissertations, and Problem Reports. 3232.
https://researchrepository.wvu.edu/etd/3232