Moviegoers’ response to product placement: a mise-en-scene analysis

Marco Nappolini, Chris Hackley

Research output: Working paper

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Product placement is a form of marketing promotion which is attracting increasing attention from practitioners and academic researchers. To date, most management research in the field has conceptualized product placement in terms of information exposure which accesses semantic memory, ignoring the media context of dramatic entertainment and its potential influence on the meanings of the brand. This paper offers a new conceptualization of product placement as dramatic entertainment. It takes a holistic approach, adapting a mise-en-scene analytical framework from film theory to draw out the potential meanings of the brand within the movie context. The implications for marketing research practice and for interpretive marketing theory are discussed.
Original languageEnglish
Place of PublicationEgham
PublisherRoyal Holloway School of Management
Publication statusPublished - Jul 2008

Publication series

NameSchool of Management Research Paper Series
PublisherRoyal Holloway School of Management


  • Product placement
  • brand placement
  • entertainment marketing
  • mise-en-scene
  • film theory

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