The Word Power: Verbal Labeling Effect of Product Placements

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Abstract

The audiovisual presentation has been considered to be the most effective type of product placement, yet inconsistent and paradoxical findings were presented in literature. This study extends past research on audiovisual comprehension to investigate the attentional and memory effects of product placements in television shows. Two competing hypotheses from dual coding theory and label-feedback hypothesis were tested. The results revealed that word label serves as a transient role in facilitating brand memory effect for placements with high plot connection level, while to interfere brand memory performance for placements with low plot connection level. Theoretical and practical implications for the practice of product placements are discussed.

Authors

• Wan-Yun Yu, School of Communication - The Ohio State University

• Chen-Chao Tao, National Chiao Tung U

• Zheng (Joyce) Wang, The Ohio State U