Keywords

reality television, brand placement, brand recall, recall scores, college students, television viewers

Abstract

This thesis measures college students' attitudes toward, and the effectiveness of, brand placement in the genre of reality television. Surveys were used to discover the level of brand recall for the products and brands displayed in reality television programming and to discover viewers' reported reasons for paying attention to these brands. The study found that viewers tended to have positive attitudes toward brand placement in reality television and that focus on a brand was a major reason for recall. Furthermore, the study found no significant difference in the recall scores of reality television viewers versus non-viewers and no significant difference based on the perceived level of the reality of the programming.

Notes

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Graduation Date

2006

Semester

Spring

Advisor

Kenney, Richard

Degree

Master of Arts (M.A.)

College

College of Arts and Sciences

Department

Nicholson School of Communication

Degree Program

Communication

Format

application/pdf

Identifier

CFE0000921

URL

http://purl.fcla.edu/fcla/etd/CFE0000921

Language

English

Length of Campus-only Access

None

Access Status

Masters Thesis (Open Access)

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Included in

Communication Commons

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