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Abstract ▼ AI-Helper

This study analyzes the fundamental attitudes of TV audience towards Product Placement(PPL). To analyze the attitudes, Q-method has been used because it is one of the best ways for measuring audience"s basic and internal attitudes. This study picked up four TV PPL themes for measuring audience"s att...

This study analyzes the fundamental attitudes of TV audience towards Product Placement(PPL). To analyze the attitudes, Q-method has been used because it is one of the best ways for measuring audience"s basic and internal attitudes. This study picked up four TV PPL themes for measuring audience"s attitude by analyzing other PPL research results. The four themes are brand, centrality, ethics and regulations. Factor analysis has been administered with 48 question statements developed for the theme. After the Q-method analysis, the audience attitudes towards TV PPL have been categorized in three types. The first type is "Realistic Supporters", who highly value the realism of TV PPL and apply reasonable applications to PPL. The second type is "Principled Critics", who are highly critical of TV PPL and call for high ethical standards. The third type is "Consumption-oriented Supporters", who favor TV PPL and actively apply it in their consumption. In conclusion, the fact that the three types of audience attitudes towards the TV PPL have been identified could be translated that the fundamental attitudes of the audience towards the TV PPL could be categorized in three ways. It means that we can categorize in three types the ways the audiences perceive, save and infer the information from the TV PPL in cognitive, affective and behavioral aspects.

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