O lokowaniu produktu jako elemencie strategii reklamowej na przykładzie polskiego serialu Przyjaciółki

• Authors: MYŚLAK DOMINIKA AGATA

Title variants

EN

Product placement as an element of advertising strategy on the example of the Polish TV series Przyjaciółki

• Languages of publication: PL

Abstracts

EN

Product placement is an example of a popular form of advertising characteristic for the Polish TV shows. Film and TV writers in Poland are keen on using this method also in TV shows. As product placement has got a strong influence on the audience, the viewers perceive the film reality as the reflection of real life. TV series fiction in turn influences the consumerist preferences of the adresses. The strategy of product placement in the Polish TV series, however, still leaves much to be desired as directors find it difficult to apply the method to suitable scenes in a subtle way. It happens that the product being placed remains onscreen for too long, the number of the products per single episode is too high and the dialogues aimed at highlighting the advantages of given products seem too artificial. All those actions have a negative result on the final decision of the viewers on whether to buy the advertised goods or not.

Keywords

EN

product placement; advertising; TV series

• Publisher: Uniwersytet Warmińsko-Mazurski w Olsztynie
• Journal: Civitas et Lex
• Year: 2016
• Issue: 1(9)
• Pages: 7-21

Contributors

author

MYŚLAK DOMINIKA AGATA

• Uniwersytet Warmińsko-Mazurskim w Olsztynie