Department of Marketing

Title

Giving a shout out to Seagram's gin: Extent of and attitudes towards brands in popular songs.

Document Type

Article

Publication Date

Fall 2009

Abstract

Two exploratory studies were conducted regarding the extent of and attitudes towards brands in popular songs. A longitudinal analysis of 3476 top 10 songs from 1955 to 2002 reveals an increase in brand mentions over the five decades, with a noticeable spike beginning in 1995, and the dominance of automotive, alcohol, and fashion brands. A survey of consumers indicates that respondents perceive music placements less positively than film placements, yet not negatively overall. Furthermore, they consider hip-hop/rap as the most appropriate music genre for brand placement, followed by pop and country. Implications and directions for research on this under-studied area are provided.

Volume

17

First Page

218

Last Page

235