- Teoria e prassi del product placement. Il caso dei film contemporanei per adolescenti (ITA/USA 2006-2010)
- Masoero, Francesca <1983>
Subject
- L-ART/06 Cinema, fotografia e televisione
Description
- Through this research I have tried to demonstrate how the evolution of the newest marketing strategies - that work towards engaging relationships with consumers, thus building an emotional connection between the brand and the user- can be considered as a response to the evolution of young audiences and consumers. More specifically, I have analized product placement as a cultural and social phenomena above all, and not only as an economical one, thus demonstrating all the social and cultural practices that this tool implies. The approach I have chosen to do so, is historical-analytical, particularly focusing on the evolution of the society and of the consumer, especially for what teenagers (both as audiences and as consumers) are concerned.
Date
- 2011-05-03
Type
- Doctoral Thesis
- PeerReviewed
Format
- application/pdf
Identifier
urn:nbn:it:unibo-2373
Masoero, Francesca (2011) Teoria e prassi del product placement. Il caso dei film contemporanei per adolescenti (ITA/USA 2006-2010), [Dissertation thesis], Alma Mater Studiorum Università di Bologna. Dottorato di ricerca in Studi teatrali e cinematografici