by: nicole loughridge. this study uses a content analysis of american, non- animated children’s...

By: Nicole Loughridge

This study uses a content analysis of American, non-animated children’s films to identify changes over time

in the amount and types of product placement.

Product Placement in FilmsChang, Newell, and Salmon (2006)PQ Media (2005)Hall (2004)

Laws / RegulationsCampbell (2006)Linn (2006) Reactions to Product PlacementLovell (1997)

Children as ConsumersCook (2000)McChesney (2004)Consuming Kids (2002)

Luminere Brothers 1896

Veblen (1899) Theory of the Leisure Class

Bourdieu (19 79) Aesthetic Sense as the Sense of Distinction

Schor (2004) Children as Consumers

Conducted a content analysis of non-animated children’s films to measure frequency and types of product placements

Defined children’s film (G, PG, and PG-13)Utilized the year 1982 Sample population obtained from wikipedia.orgFinal sample size of 36 filmsLimited size to 16 films due to time constraints Coded for : apparel, beverages, food, and otherAdditional categories coded: gender , race/ethnicity, and age

Overall, non-animated children’s films released after 1982 have more product placement than those films released prior to 1982.

Film directors are placing more product placements in their films than in previous years.

The year a film was released does not necessarily mean additional product placements.

Advertisers dramatically increased product placements in non-animated children’s films.