DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >
Please use this identifier to cite or link to this item:
|Product placement in Chinese variety show: A case study of Back to Fields
|Chinese Variety Show
Back to the Fields
|This study examined the use of product placement in the Chinese variety show, back to the Fields to explore the implementation of this disguised form of advertising in China. It investigated how different types and levels of product placement, and product category were applied in this show. Using the content analysis method, this study adopted the purposive sampling to take 20 episodes of the Back to Fields from the first season to the third season during 2017 and 2019 as samples according to the broadcast order. Descriptive statistics in terms of frequency and percentage reveal that scene placement and shallow placement were the most frequently type and level used for this show. Among ten product categories, food and beverage were placed the most, followed by communication and IT services, and transportation. These findings not only provide strategic implications for marketers and advertising practitioners in China, but also serve as a reference for the development and innovation of the advertising industry.
|Independent Study (M.Com.Arts)--Graduate School, Bangkok University, 2021
|Appears in Collections:
Independent Studies - Master
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.