Degree Name
MA (Master of Arts)
Program
Communication, Professional
Date of Award
8-2006
Committee Chair or Co-Chairs
John M. King
Committee Members
James J. Mooney, Karen A. Tarnoff
Abstract
The so-called family-viewing hour, the eight to nine o’clock hour of prime time, is one of the most watched hours of television by both adults and children. Advertisers, of course, favor shows that draw large audiences so their product presentations or commercials are witnessed by masses of people. Now, because of videocassette recorders and other similar control devices, viewers are eliminating commercials from their viewing experience1 and advertisers are clamoring for new ways to get their products into the mind of the consumer.2 To counteract this commercial avoidance by consumers, advertisers are embedding products within television programming thereby hindering the viewer’s ability to eliminate commercials or product promotions. The result is that products that are normally not viewed become part of the viewing experience. This study revealed that the family-viewing hour is laden with product placements that include a variety of different types of products and brands.
Document Type
Thesis - unrestricted
Recommended Citation
Arnold, Harry C., "Product Placement during the Family-Viewing Hour." (2006). Electronic Theses and Dissertations. Paper 2238. https://dc.etsu.edu/etd/2238
Copyright
Copyright by the authors.