Etude de la place du produit, du packaging et de la marque dans les annonces télévisées

Sophie Lacoste-Badie ()

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Abstract: Executional elements in TV commercials have been studied since the 1970' s. Many studies have examined the impact of the presence of a celebrity, music or humor but no major studies have considered how people recognize a product or brand in ads. This study aims at examining the place of product, packaging and brand in television commercials. The purpose of this study is to give a better insight into the advertising design as far as these three elements are concerned. The study involved 600 television commercials broadcast in France between 1991 and 2007. The results indicate a large diversity in practices. Finally, we will specify implications and future research.

Keywords: advertising design; executional elements; content analysis; product; brand; conception publicitaire; élément d'exécution; analyse de contenu; produit; marque; packaging (search for similar items in EconPapers)
Date: 2008-01
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Published in 7th International Congress in Marketings trends, Jan 2008, Venise, Italie. 33 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00276056

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