Department of Marketing

Title

Brand Placements in Korean Films, 1995-2003: A Content Analysis.

Document Type

Article

Publication Date

Fall 2008

Abstract

A content analysis was conducted of the top 10 most popular Korean films of each year between 1995 and 2003. The study examines to what extent and in what context brands have been placed in Korean films over the nine-year period. Results indicate that brands are prevalent and occurrences have increased over time. Comedy and action were the most popular genres for placement. In terms of product/service categories, non-alcoholic beverage, alcoholic beverage, automobile, clothing, and food brands appeared most often, and Coca Cola was the most frequently occurring brand. Marketing and public policy implications and future research directions are provided.

Volume

20

First Page

39

Last Page

53