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Brands Transfer of Meaning: An analysis of brands roles within product placement

Syversen, Anette and Sjöblom, Emilia (2006)
Department of Business Administration
Abstract
Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on product placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured... (More)
Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on product placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured observation is applied where we observed the placement and usage of different within a specific TV series. Qualitative strategy is conducted by using a case study. In order to see how the meaning will be transferred through the brand, we have observed how the brands are placed in the context of a specific TV series, where we have chosen three brands to closer investigate their role functions. Theoretical perspective: The main theories that are used to look at brands transfer of meaning are dramaturgy, narrative techniques and McCracken’s transfer of meaning model. Empirical data: Case study and Observation has been used. Conclusion:
This thesis demonstrates the importance of the meaning the role can transfer to a brand through different role functions. The use of the different role functions reveals the brands roles within the context of the TV series and how they transfer meaning. (Less)
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author
Syversen, Anette and Sjöblom, Emilia
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Dramaturgy, Narrative Technique, Product Placement, Brands and Meaning., Management of enterprises, Företagsledning, management
language
Swedish
id
1349269
date added to LUP
2006-06-01
date last changed
2012-04-02 16:07:45
@misc{1349269,
  abstract     = {Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on product placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured observation is applied where we observed the placement and usage of different within a specific TV series. Qualitative strategy is conducted by using a case study. In order to see how the meaning will be transferred through the brand, we have observed how the brands are placed in the context of a specific TV series, where we have chosen three brands to closer investigate their role functions. Theoretical perspective: The main theories that are used to look at brands transfer of meaning are dramaturgy, narrative techniques and McCracken’s transfer of meaning model. Empirical data: Case study and Observation has been used. Conclusion:
This thesis demonstrates the importance of the meaning the role can transfer to a brand through different role functions. The use of the different role functions reveals the brands roles within the context of the TV series and how they transfer meaning.},
  author       = {Syversen, Anette and Sjöblom, Emilia},
  keyword      = {Dramaturgy,Narrative Technique,Product Placement,Brands and Meaning.,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Brands Transfer of Meaning: An analysis of brands roles within product placement},
  year         = {2006},
}