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Product placement in mainland China : audiences' interpretation of brands in television programs

English Abstract

The rapid development of the entertainment industry, media proliferation and audiences' sophistication all enable a variety of alternative media in China, as well as give the audiences more power to control their content selection. These factors contribute to the increased use of product placement. This thesis explores this phenomenon and uses focus group to analyze how television audiences‟ experiences with product/brand are interpreted in relation to television programs and program viewing. Three groups of participants share their experience and opinions about product placement. The analysis uncovered three dimensions, placement strategy, personal experience and consumer decision respectively. Based on the results, it appears that the television audiences are active participants in viewing experience. They appreciate creative and humor placements and prefer foreign brands. As the development period of product placement in mainland China is relatively short, audiences‟ acceptation and adaptation remain to rise. In addition, they generally are not satisfied with the current situation of product placement in mainland China. The findings also give suggestions for advertising practitioners.

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Hao, Qi Jing


Faculty of Social Sciences and Humanities


Department of Communication




Product placement in mass media -- China

Television viewers -- Research -- China

Television broadcasting -- Social aspects -- Hong Kong


Li, Xiao Qin

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