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Authors

Nikita A. Subba

Abstract

This research study is a detailed content analysis focused on finding a relationship between product placements found in Hollywood and Bollywood movies that share similar plotlines with one another from the year 2006 to 2015. The researcher examined twenty movies, ten movies from each movie industry. It was found that both Hollywood and Bollywood movies use a lot of brand integration as well as long durations of brand exposure. However, the detailed log produced through the coding sheet indicated that between the years of 2006 to 2015, Bollywood used a slightly higher number and duration of product placement than the Hollywood movie industry. The results also revealed other various similarities in the movie industries. The most utilized mode of product placement was by visual means (exposure of a brand in a scene by showing the logo or trademark) in both film industries. In addition, the brands integrated in the movie were usually portrayed in a neutral manner, where a positive or a negative side was rarely discussed. A relationship between the brand portrayal and character association was examined for each movie industry. Hollywood largely associated brands with no characters in a neutral manner whereas, Bollywood largely associated brands with secondary characters in a positive manner.

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