แนวทางการวางตราสินค้าในภาพยนตร์ประเภทรักวัยรุ่น

Abstract

The present study investigated different brand placement techniques used in Thai romantic – comedy films and viewers' opinions towards those techniques. Qualitivative methods of content analysis, in-depth interview and focus group interview were used. First, content analysis was conducted with 10 films to identify brand placement techniques. Then, three individuals involved in creative and production of the films were interviewed. Finally, viewers' opinions towards brand placement techniques were collected using focus group interviews in which a total of thirty individuals participated