The Tripartite Typology of Product Placement in the Movie "Papa Benji"

Ihuoma Okorie

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Academic Paper from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , cours...

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Academic Paper from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , course: Theatre Arts, language: English, abstract: The aim of this paper is to carry out a brand recognition analysis using the Tripartite Typology of Product Placement, in the film, "Papa Benji". The primary data was collected through content analysis while the secondary data were collected from scholarly journals and books. Considering the large number of adverts inundating the average consumer daily on radio, television, bill boards among many others platforms, seeking other methods to reach clients in a subtler manner than traditional marketing messages becomes imperative. One of such tool is product placement which is a method of incorporating brand into film. However, despite being an effective tool of advert, it can have a downside when it comes to advertising and capturing the audience in a subtle way. If the placement is not subtle or too obvious, it can disturb the flow of the scene and further make the audience, shift attention to the advert rather than the plot of the film.