Produktų demonstravimo lietuviškuose vaidybiniuose filmuose ypatumai

Abstract

Straipsnyje analizuojami produktų demonstravimo lietuviškuose vaidybiniuose filmuose ypatumai. Lietuvoje vis daugiau pastatoma pramoginio pobūdžio filmų, kurie yra puiki terpė produktų demonstravimui. Siekiant straipsnio tikslo, analizuojama moksline literatūra ir analizės pagrindu kuriamas tyrimo instrumentas, keliamos hipotezės, kurios tvirtinamos, atliekant lietuviškų vaidybinių filmų turinio analizę. Tyrimo rezultate nustatomos produktų demonstravimo lietuviškuose vaidybiniuose filmuose tendencijos bei šios pardavimų skatinimo priemonės taikymo klaidos

Product placement in movies can be called as nontraditional method of sales promotion. In recent years of information overload, people tend to ignore traditional methods of promotion. Therefore, product placement is gaining popularity in the eyes of movie creator, sponsors, business organizations, and scientific researchers. Main features of product placement in movies are its prolonged life-time, naturalness, inevitable viewers’ attention. However, according to Daugherty and Gangadharbatla (2005), this promotional tool is less effective, while taking into account brand perceptivity; therefore, more effective in stimulating consumer interest and short-term sales. Despite its wide usage, product placement is weakly discussed by Lithuanian scholars; there is a lack of publications analysing product placement in Lithuanian movies. Lithuanian cinema industry is growing each year; this creates attractive conditions for the usage of product placement in movies. Moreover, there can be found many cases of the usage of product placement in Lithuanian movies; therefore the analysis of peculiarities of product placement in Lithuanian movies becomes relevant. The scientific problem analysed in the article is formulates as follows: how product placement is used in Lithuanian movies