Young adults' responses to product placement in movies and television shows: A comparative study of the United States and South Korea

Taejun (David) Lee, Yongjun Sung and Sejung Marina Choi

This research examines young adults’ attitudes towards product placement in films and television shows from two countries that represent contrasting cultural distinctions: the US and Korea.

Young adults' responses to product placement in movies and television shows: A comparative study of the United States and South Korea

Taejun (David) Lee

Bradley University

Yongjun Sung and Sejung Marina Choi

University of Texas

Introduction

Movies have almost always been a popular medium for product placement. Product placement in movies can be an effective international marketing strategy since movies are often produced for and play to audiences across cultures (McKechnie & Zhou 2003). Television has followed this pursuit and has emerged as another effective medium for product placement that is targeted at international audiences, especially as imports...

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