Gender differences on ethically charged product placements : the case of tobacco products, alcoholic beverages and weapons
Year: 2007
Type: article
Study design: Observational Study
Abstract: This study attempts to investigate how males and females aged 18 to 24 \naccept ethically charged products, in films shown in a cinema-type environment. \nThe research was in the form of an exploratory study, which attempted to \nprovide answers regarding this topic in a South African context, as previous \nresearch in this context is limited. The research was executed through the \nuse of a questionnaire with 223 respondents were initially required to view a \nnumber scenes that were extracted from films that were targeted to this age \ngroup. \nIt was found that there is no statistically significant difference in the acceptability \nbetween male and female film attendees with regard to tobacco products, \nalcoholic beverage products in films. There is no difference in the acceptance \nof tobacco products and alcoholic beverages between males and females as \nthe results show neutral opinions from both of these groups, therefore they \nmay not be easily persuaded to buy the branded products advertised. However, \nthe acceptance of weapons between males and females does show a \nsignificant difference as females have a more negative opinion than the neutral \nopinion of males. \nThis study can be a benchmark as it is one of the first studies conducted in South \nAfrica regarding the perception of ethically charged product placements in film.
Authors: De la Rey Van der Waldt, Louis Du Preez, S. Williams
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Gender equality
Open Access status: green
OpenAlex ID: W88343657