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.
|Commitee:||Davie, William, Dinu, Lucian, Holmes, Patricia A.|
|School:||University of Louisiana at Lafayette|
|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|
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