Product placement in Romanian movies produced after 1989
Product placement in Romanian movies produced after 1989

Summary/Abstract: This study seeks to draw attention on the product placement phenomenon in Romanian motion pictures and the viewers’ attitude towards it. We propose a qualitative approach, utilizing experiments and document analysis as research methods. Our analysis will determine if there is any product placement in Romanian movies, if so, then how visible is it and how is it regarded by the viewers. Also we wanted to see if there is a certain age group that is more likely to notice product placement in comparison to others. The age and gender variables were taken into consideration when talking about the viewer’s perception. We will conclude by showing that product placement is starting to be a common practice in Romanian movies and seen by the majority of people, even if they do not fully understand the concept.

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