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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5349

Title: Product placement in Chinese variety show: A case study of Back to Fields
Authors: Changyan Liu
Keywords: Chinese Variety Show
Back to the Fields
Product Placement
Issue Date: 2022
Publisher: Bangkok University
Abstract: 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.
Description: Independent Study (M.Com.Arts)--Graduate School, Bangkok University, 2021
Advisor(s): Ratanasuda Punnahitanond
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5349
Appears in Collections:Independent Studies
Independent Studies - Master

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