 |
 |
 |
 |
 |
 |
 |
|||||
Article Abstract
"Consumer Responses to Product Placement in Television Sitcoms: Genre, Sex, and Consumption"
|by Barbara Stern and Cristel Russell|(2004) – Consumption, Markets and Culture, 7 (4), 373-396.
Abstract: The paper presents a study of consumer responses to products placed in a sitcom, "Ads R' Us," created as a stimulus to ascertain the influence of a TV program's genre and male/female respondents' sex on responses. Textual analysis is used to analyze sitcoms, a category of programs created in accordance with genre conventions, the structural framework that influences responses to media vehicles. The study draws from multidisciplinary theory and integrates stimulus-side/response-side research to enhance understanding of the text-context-consumer relationship. Findings indicate that consumer responses to placed products are problematized by the coexistence of patriarchal and feminist perspectives that color male/female readings of sitcoms.
©2007 SDSU Centre for Intgrated Marketing Communications Last updated: January 25, 2008 9:55 AM