“See Me or Not, I Am There”: Chinese White-Collar Moviegoers’ Interpretation of Product Placements in Chinese Commercial Movies

Abstract

A phenomenology study reveals the lived meanings of product placement in Chinese commercial movies among Chinese urban, white-collar workers. In total, 50 in-depth interviews were conducted to collect data. Findings indicated the socially constructed meanings of product placement in the context of Chinese commercial movies are (1) referencing practices; (2) balancing activities; and (3) connecting product, movie, and audience.

KEYWORDS:

• product placement
• China
• motion picture
• phenomenology research