608 / 658
606
Saturday, November 12
1 6 : 0 0 – 1 7 : 3 0
PN 340
The Impact of Product Placements in Films on Food Choices and Buying Behavior of Young Children in a Real-Life Setting
M. Beaufort
1
1
Austria Academy of Sciences, Institute for Comparative Media and Communication studies, Wien, Austria
Answering the call for real-world settings, an empirical study has been performed that provides first-ever findings on how food placements in films influ‑
ence children`s selection and buying behaviour in real-life viewing and shopping scenarios. Regarding the evaluation of possible effects of competing in‑
fluences, the maximization of external validity helped to determine under what conditions food placement effects found in laboratory settings hold true in
a natural scenario. Moreover, the underlying effect mechanisms were analyzed and the role of additional influencing factors, until now largely unexamined
or disputed, were investigated. For the first time, kindergarten-aged children were incorporated into the research. A field experiment has been performed
in real viewing and shopping situations: Children of two age groups (three to five and six to eight) were shown a film (in its entirety to simulate a realistic
reception scenario), that contained food placements (control group: without placements).They then selected products in a nearby supermarket, where they
were confronted with all the typical competing influences. Concerning the independent nature of recall, attitude and behaviour effects, the most relevant: –
natural, intuitive, and revealing – behaviour of the participants was measured. Moderation and mediation analyses were used for evaluation. The findings
show that children are remarkably susceptible to product placements - despite all competing influences, including the availability of comparable products
in large numbers – and indicate a largely unconscious, implicit elaboration process that leads to unreflective behaviour impulses. The risk of choosing
a placed product was more than eight times as high in the treatment group as in the control group. A highly significant age effect was present. An additional
analysis of other influencing factors revealed that neither gender nor candy consumption habits have a moderating effect.
PN 341
A Content Analyses of Athletes in Advertising: A Longitudinal Analyses
R. Preß
1
, M. Dehling
2
1
Friedrich-Alexander-University of Erlangen-Nuremberg, Nuremberg, Germany
2
Otto-Friedrich-University of Bamberg, Bamberg, Germany
David Beckham smiling in H&M underwear, George Clooney and Jack Black drinking Nespresso and Heidi Klum dancing for guitar hero. Many prominent
faces are decorating commercials. But it is not just a phenomenon of nowadays, even in the 19
th
century images of famous people like Prince Bismarck or
Napoleon were displayed on products. In 1924 Unilever started engaging female US film stars for their product Lux Soap. Marlene Dietrich, was the first Ger‑
man actress who was casted for Lux Soap in the 1940’s. Besides film stars, especially athletes seem to be extremely popular because they are representing
strength, performance and success. Recipients should associate these attributes with the advertised products.The long tradition of celebrities in advertising
leads to our research questions: How are celebrities, especially sportswomen and sportsmen, exposed in print advertising? Were there any changes over
time? Hence, based on Schaaf's study (2010), we conducted content analyses from the German magazine Der Stern from 1970 to 2014. Our results show
an increase of sport testimonials in advertisement. Moreover, more male than female athletes exist in print ads. Young male footballers who are still active
players are performing in advertising across various sectors of business. Franz Beckenbauer, former football player and trainer of the German national team,
is the most illustrated sportsman in our study. Future research should focus on different kinds of magazines.