Brand Placement on Turkish and British Television Soap Operas. A comparative content analysis
Journal Title: Smart Cities and Regional Development - Year 2017, Vol 0, Issue 2
Abstract
Since brand placement is a relatively recent development for Turkish and British television, there are key areas that need research attention. Namely, to investigate the context of product placement and significance of it. While there is a substantial literature on what is commonly termed product placement, there are different ways in which, as advertising practice, this is done in different countries. This study aims to compare brand placement practices in two countries, Turkey and the U.K. There have been many studies looking into the product placement on various countries. Boeing, Uran and Gentry (2013: 3) state that “Product placement is currently used throughout media all over the world”. However, the bulk of current research is focused on product placement in American broadcast media.This research will look at brand placement on Turkish and British soap operas.Hence, this literature review will focus on studies relevant to Turkey and Britain, referring to American studies only when necessary. As Russell (2002:307) so aptly observes, “understanding how product placement works remains an open empirical question”. Therefore, this study aims to compare and contrast frequencies and methods of brand placement in Turkey and Britain.
Authors and Affiliations
Burcu Ozbay
Keywords
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