Abstract
As the overload of advertising in traditional media is causing annoyance with the audience (Fennis and Bakker, 2001) leading to advertising avoidance (Woltman-Elpers et al., 2003), marketers are exploring various new ways to convey brand-related messages to consumers. One of the proposed techniques is product or brand (name) placement, which is defined as the incorporation of a brand name into an entertainment vehicle (Ferraro and Avery, 2000). Past research concerning product placement mainly focused on product and brand name placement in movies (Babin and Carder, 1996; d’Astous and Chartier, 2000; Wiles and Danielova, 2009; Yang and Roskos-Ewoldsen, 2007), television programs (Gould and Gupta, 2006; La Ferle and Edwards, 2006; Matthes et al., 2007; Russell, 2002; Russell and Stern, 2006; Van Reijmersdal et al., 2007), music videos (Schemer et al., 2008), games (Lee and Faber, 2007; Mackay et al., 2009; Nelson, 2002; Schneider and Cornwell, 2005) or novels (Brennan, 2008; Friedman, 1985). Recent academic research suggests that brand placement can be implemented by including brand names in song lyrics (Delattre and Colovic, 2009), which often occurs in practice.
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Agenda Inc. (2004), “American Brandstand 2004”, http://www.brandchannel.com/images/Papers/245_brandstand04_final.pdf
Babin, L.A. & Carder, S.T. (1996). “Viewers’ recognition of brands placed within a film”, in: International Journal of Advertising, 15(2), 140-151.
Baeyens, F.; Eelen, P.; Van den Bergh, O. & Crombez, G. (1992), “The content of learning in human evaluative conditioning: Acquired valence is sensitive to US-revaluation”, in: Learning and Motivation, 23, 200-224.
Brennan, I. (2008) “Brand placement in novels: A test of the generation effect”, in: International Journal of Advertising, 27(4), 495–509.
Butler, P. (2004), “Much respect: Toward a hip-hop theory of punishment”, in: Stanford Law Review, 56, No. 983.
Cowley, E. & Barron, C. (2008) “When product placement goes wrong – The effects of program liking and placement prominence”, in: Journal of Advertising, 37(1), 89-98.
d’Astous, A. & Chartier, F. (2000) “A study of factors affecting consumer evaluations and memory of product placement in movies”, in: Journal of Current Issues and Research in Advertising, 22(2), 31-40.
Debruyne, B. (2007), “Hiphopmarketing is bling bling”, in: Bizz, March 2007, 30-31.
Delattre, E. & Colovic, A. (2009) “Memory and perception of brand mentions and placement of brands in songs”, in: International Journal of Advertising, 28(5), 807-842.
De Houwer, J.; Baeyens, F. & Field, A.F. (2005), “Associative learning of likes and dislikes: Some current controversies and possible ways forward”, in: Cognition and Emotion, 19, 161-174.
De Houwer, J.; Thomas, S. & Baeyens, F. (2001), “Associative learning of likes and dislikes: A review of 25 years of research on human evaluative conditioning”, in: Psychological Bulletin, 127(6), 853-869.
Fennis, B.M. & Bakker, A.B. (2001) “Stay tuned - We will be back right after these messages: Need to evaluate moderates the transfer of irritation in advertising”, in: Journal of Advertising, 30(3), 15-25.
Ferraro, R. & Avery, R.J. (2000) “Brand appearances on prime-time television”, in: Journal of Current Issues and Research in Advertising, 22(2), 1-15.
Friedman, M. (1985) “The changing language of a consumer society: Brand name usage in popular American novels in the post-war era”, in: Journal of Consumer Research, 11(4), 927-938.
Gould, S.J. & Gupta, P.B. (2006) “Come on down: How consumers view game shows and the products placed in them”, in: Journal of Advertising, 35(1), 65-81.
Graser, M. (2005), “McDonald’s buying way into hip hop song lyrics”, in: Advertising Age, March 23, 2005.
Herd, D. (2005), “Changes in the prevalence of alcohol use in rap song lyrics, 1979-1997”, in: Addiction, 100, 1258-1269.
Hoffman, W., De Houwer, J., Perugini, M., Baeyens, F. & Crombez, G. (2010), “Evaluative conditioning in humans: A meta-analysis”, Psychological Bulletin, 136(3), 390-421.
Holloway, L. (2002), “Hip hop sales pop: Pass the Courvoisier and count the cash”, in: New York Times, September 2, 2002.
La Ferle, C. & Edwards, S.M. (2006) “Product placement: How brands appear on television”, in: Journal of Advertising, 35(4), 65-86.
Lee, A. & Labroo, A.A. (2004), “The effect of conceptual and perceptual fluency on brand evaluation”, in: Journal of Consumer Research, 31, 151-165.
Lee, M. & Faber, R.J. (2007) “Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention”, in: Journal of Advertising, 36(4), 75-90.
Mackay, T., Ewing, M., Newton, F. & Windisch, L. (2009) “The effect of product placement in computer games on brand attitude and recall”, in: International Journal of Advertising, 28(3), 423-438.
Mackie, D.E. & Asuncion, A.G. (1990) “On-line and memory-based modification of attitudes: Determinants of message recall-attitude change correspondence”, in: Journal of Personality and Social Psychology, 59(1), 5-16.
Martin, B.A.S. & Collins, B.A. (2002) “Violence and consumption imagery in music videos”, in: European Journal of Marketing, 36(7/8), 855-873.
Matthes, J., Schemer, C. & Wirth, W. (2007) “More than meets the eye – Investigating the hidden impact of brand placements in television magazines”, in: International Journal of Advertising, 26(4), 477-503.
McCracken, G. (1989), “Who is the celebrity endorser? Cultural foundation of the endorsement process”, in: Journal of Consumer Research, 16(3), 310-321.
McSweeney, F.K. & Bierley, C. (1984), “Recent developments in classical conditioning”, in: Journal of Consumer Research, 11, 619-631.
Nelson, M. R. (2002) “Recall of brand placements in computer/video games”, in: Journal of Advertising Research, 42(2), 80-92.
Paivio, A. (1986) “Mental representations”. New York: Oxford University Press.
Petty, R.E., Cacioppo, J.T. & Schumann, D. (1983) “Central and peripheral routes to advertising effectiveness: The moderating role of involvement”, in: Journal of Consumer Research, 10(2), 135-146.
Russell, C.A. (2002) “Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude”, in: Journal of Consumer Research, 29(3), 306-318.
Russell, C.A. & Stern, B.B. (2006) “Consumers, characters and products: A balance model of sitcom product placement effects”, in: Journal of Advertising, 35(1), 7-21.
Schemer, C., Matthes, J., Wirth, W. & Textor, S. (2008) “Does ‘Passing the Courvoisier’ always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos”, in: Psychology & Marketing, 25(10), 923-943.
Schiffman, L.G. & Kanuk, L.L. (2006), “Consumer behavior”, ninth edition, Pearson Prentice Hall, Upper Saddle River, NJ.
Schneider, L.-P. & Cornwell, T.B. (2005) “Cashing in on crashed via brand placement in computer games”, in: International Journal of Advertising, 24(3), 321-343.
Stuart, E.; Shimp, T.A. & Engle, R.W. (1987), “Classical conditioning of consumer attitudes: Four experiments in an advertising context”, in: Journal of Consumer Research, 15, 334-349.
Sweldens, S.; Van Osselaer, S.M.J. & Janiszewski, C. (2010), “Evaluative conditioning procedures and the resilience of conditioned brand attitudes”, in: Journal of Consumer Research, 37, 473-489.
Till, B.D. & Shimp, T. (1998) “Endorsers in advertising: The case of negative celebrity information”, in: Journal of Advertising, 27(1), 67-74.
Till, B.D., Stanley, S.M. & Priluck, R. (2008), “Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction”, in: Psychology & Marketing, 25(2), 179-196.
Van Reijmersdal, E.A., Neijens, P.C. & Smith, E.G. (2007) “Effects of television brand placement on brand image”, in: Psychology & Marketing, 24(5), 403-420.
Van Reijmersdal, E.A., Neijens, P.C. & Smith, E.G. (2009) “A new branch of advertising: Reviewing factors that influence reactions to product placement”, in: Journal of Advertising Research, 49(4), 429-449.
Wiles, M.A. & Danielova, A. (2009) “The worth of product placement in successful films: An event study analysis”, in: Journal of Marketing, 73(4), 44-63.
Woltman-Elpers, J.L.C.M., Wedel, M. & Pieters, R.G.M. (2003) “Why do consumers stop viewing television commercials? Two experiments on the influence of moment-to-moment entertainment and information value”, in: Journal of Marketing Research, 40 (4), 437-453.
Yang, M. & Roskos-Ewoldson, D.R. (2007) “The effectiveness of brand placements in the movies: Levels of placements, explicit and implicit memory, and brand-choice behavior”, in: Journal of Communication, 57(3), 469-489.
Zajonc, R.B. (1968), “Attitudinal Effects of Mere Exposure”, in: Journal of Personality and Social Psychology Monographs, 9, 1-27.
Author information
Authors and Affiliations
Editor information
Rights and permissions
Copyright information
© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
About this chapter
Cite this chapter
Van Vaerenbergh, Y., Van de Sompel, D., Van Loock, N., Vermeir, I. (2011). The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?. In: Okazaki, S. (eds) Advances in Advertising Research (Vol. 2). Gabler. https://doi.org/10.1007/978-3-8349-6854-8_2
Download citation
DOI: https://doi.org/10.1007/978-3-8349-6854-8_2
Publisher Name: Gabler
Print ISBN: 978-3-8349-3134-4
Online ISBN: 978-3-8349-6854-8
eBook Packages: Business and EconomicsBusiness and Management (R0)