Brand Appearance in Chinese and American Top-Grossing Commercial Movies: A Comparison

ABSTRACT

The study investigated different visual and audio factors of product placement in American and Chinese movies by analyzing top-grossing movies of the past decade. Forty movies were selected and analyzed. The results indicated major differences of brand appearances in Chinese and American movies. First, with respect to visual-only product placements, brands in Chinese movies were more saliently placed than those in American movies. Second, in relation to audio-only product placements, product attributes were more likely to be mentioned in Chinese movies than in American movies. Third, both leading and supporting characters were more likely to interact with brands in Chinese movies than in American movies. However, leading characters were less likely to mention a brand in Chinese movies than in American movies. Finally, no difference was found regarding supporting characters' mentioning of a brand in Chinese and American movies. Theoretical and practical implications were offered for the varying patterns observed.

KEYWORDS:

• content analysis
• movie
• product placement