Abstract

Product placement has been intensely studied in almost every mass communications medium. One notable exception is in children's picture books where scholarship on the placement of products and brands has been severely underserved despite a steady presence in a medium integral to socialization and society. The present study recognizes the unique characteristics of the shared reading that takes place in this medium and explores its effects on memory for and attitudes toward product placements within children's picture books. Using a laboratory experiment, quantitative statistical analysis of resulting data, and qualitative exploration of themes resulting from subjects' responses, the present study demonstrates that the practice of shared reading positively affects both recollection and attitudes toward product placement in children's picture books. It also discusses the results in the context of their ethical and practical applications and implications.

Degree

MA

College and Department

Fine Arts and Communications; Communications

Rights

http://lib.byu.edu/about/copyright/

Date Submitted

2015-03-01

Document Type

Thesis

Handle

http://hdl.lib.byu.edu/1877/etd7566

Keywords

product placement, parents, children's picture books, shared reading, cognitive busyness, persuasion knowledge, nontraditional advertising, dual sensory encoding, social context encoding

Included in

Communication Commons

Share

COinS