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


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 and exports of television shows across borders have become increasingly common (Karrh et al. 2001). Both films and television shows have contributed to an unprecedented proliferation of product placements and campaigns tied to entertainment media. This proliferation constantly enhances their value as carriers of product placement around the world (Russell & Belch 2005; Matthes et al. 2007; Redondo & Holbrook 2008). Furthermore, product placement is largely regarded as a standardised marketing strategy since media content and placed products are difficult to customise and remain identical across cultures (Nelson & Devanathan 2006).