Dynamics of Influence: The Role of Product Placement of Luxury Brands in the ‘Succession HBO Series

DOI

10.2991/978-94-6463-596-6_35How to use a DOI?

Keywords

advertising; perception; viewers; product placement

Abstract

In the increasing advertising saturation, product placement remains a distinctive tactic in brand communication, subtly integrating into audiovisual content. This research focuses on unraveling how this strategy is perceived by viewers in Lima, concentrating on the dramatic television series Succession. Through a qualitative approach, the dimensions of recognition, evaluation, recall, and coherence of the included brands are explored, using semi-structured interviews to capture the public’s perspective. The results indicate that product placement in the selected context is received positively, integrating naturally without being perceived as intrusive. There is high recall of prominent brands, and it is evident that associating these with characters from the series strengthens their impact and purchasing desire among viewers. Luxury brands, in particular, benefit their perception through alignment with high-status characters, enhancing the viewer’s identification with the product. This research contributes to the advertising field by confirming that the effectiveness of product placement remains current, adapting effectively to the times and various social contexts. It suggests the importance of coherent integration with the narrative to maximize brand recognition and inclination toward consumption, offering valuable perspectives for brands seeking to position themselves in international markets. The study lays the groundwork for future research on the dynamics of non-traditional advertising and its cultural adaptation.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Kiara Hidalgo
AU  - Francisco Arbaiza
AU  - Giovanni Lamarca
PY  - 2024
DA  - 2024/12/17
TI  - Dynamics of Influence: The Role of Product Placement of Luxury Brands in the ‘Succession HBO Series
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 394
EP  - 406
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_35
DO  - 10.2991/978-94-6463-596-6_35
ID  - Hidalgo2024
ER  -