Abstract
This work focuses on branded entertainment, an advanced product placement form. We use mediated discourse analysis to examine seventeen branded entertainment industry practitioners’ interviews and multimodal analyses of relevant film and television content. Findings reveal the denial of branded entertainment’s manipulative potential yet expose ideological notions of power and persuasion.
| Original language | English |
|---|---|
| Title of host publication | Consumer Culture Theory Conference Proceedings |
| Place of Publication | San Diego, CA |
| Pages | 1 |
| Number of pages | 1 |
| Publication status | Accepted/In press - 11 Jul 2024 |
| Event | Consumer Culture Theory 2024 - Knauss School of Business, San Diego campus, San Diego, United States Duration: 11 Jul 2024 → 13 Jul 2024 https://www.cctc2024.com/ |
Conference
| Conference | Consumer Culture Theory 2024 |
|---|---|
| Country/Territory | United States |
| City | San Diego |
| Period | 11/07/24 → 13/07/24 |
| Internet address |
Bibliographical note
Not yet published as of 13/03/2024.Keywords
- Advertising Ethics
- branded entertainment
- Qualitative research
- marketing ethics
ASJC Scopus subject areas
- Marketing
