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Prada Placement A Content Analysis of High Culture 普拉达布局文化内容分析
By: Carly Zagaroli Research Questions Based on product placement in the show Gossip Girl (2007), what are the underlying themes and messages being promoted to young female viewers? What kinds of products are Gossip Girl (2007) characters promoting to viewers? How are Gossip Girl (2007) characters promoting products to audience members? Thesis The product placement in Gossip Girl (2007) promotes the values of the dominant culture to young females; the main value promoted is the consumption of high culture and upper-class goods. Literature Review Advertising and Product Placement Smythe (1954) Audiences act upon program content Miller (1988) TV as an effective corporate tool to push consumption Andersen (1995) Advertisers lead viewers to a specific product Stern and Russell (2004) Studied individuals with high marketing knowledge Literature Review Youth and Consumption Maccoby (1951) Investigated effects of television on children Hartley (1970) Television is passively learned by children Braun (2000) Greater recall of products if placed within a show Quart (2004) Media exposes teen females to a life a luxury Literature Review Attitudes About Consumption Alper and Leidy (1970) Television as a tool to shape viewers’ attitudes Weigel and Jessor (1973) Children’s behaviors and attitudes in relation to the conventional norms and values of the time Shrum and O’Guinn (1997) Viewers’ perceptions of reality in relation to time watching television Heckler, Russel, and Norman (2004) Viewer/character relationships on the show Friends (1994) Consumption Theory Veblen (1899) and Bourdieu (1979) Veblen’s “Conspicuous Consumption” Lavish spending on goods and services Purpose of displaying socio-economic status Appear in higher classes-filters down to lower classes Consumption Theory Bourdieu’s “Taste as a Sense of Distinction” Social class is revealed by one’s preferences and tastes Economic Capital Cultural Capital Embodied Capital Objectified Capital Institutiona
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