Blatant or surreptitious : a study of students’ attitudes towards product placement in music videos

Abstract

This study examines the increasing frequency of product placements in relation to the students’ attitudes towards product placement within music videos. This research is structured on existing literature regarding consumers’ attitudes and product placement in music videos. The aim is to analyse the negative relation between the attitudes and the continuous growth in product placements. Quantitative data was collected from content analysis of forty top hit MTV music videos and from questionnaires responded by 287 University of Malta students. The results suggest that there has been a significant increase in product placement within music videos, however, this does not negatively relate to students’ attitudes towards product placement.