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Dissertation/Thesis Abstract

A Content Analysis of Product Placements in American and Hispanic American Music Videos
by Montagnet, Emilie G., M.S., University of Louisiana at Lafayette, 2016, 100; 10163323
Abstract (Summary)

This study compared and contrasted product placements found in two different pop music markets in the United States: the American Hot 100 Billboard charts and the American Hispanic Hot Latin Billboard charts. It determined there are numerous product placements in the current music video market. Also, differences were found between the types of products in a video and the artists and record labels using those products in videos. A majority of the videos had male artists performing in them. Artists were analyzed based on their genders, ethnicity, and the number of performers in the ensemble. Product placements were also analyzed by the way the products were placed in the music video: background, in use by a character, or connected to the story shown on screen. The study related the theory of the social construction of reality to the product placements present in popular music videos.

Indexing (document details)
Advisor: Dinu, Lucian
Commitee: Davie, William, Dinu, Lucian, Holmes, Patricia A.
School: University of Louisiana at Lafayette
Department: Communication
School Location: United States -- Louisiana
Source: MAI 56/01M(E), Masters Abstracts International
Subjects: Music, Communication, Mass communications, Hispanic American studies
Keywords: Brand placement, Hispanic music videos, Popular music videos, Product placement, Social construction of reality
Publication Number: 10163323
ISBN: 978-1-369-18015-2
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