Analýza využití product placementu v českých seriálech

Abstract

As a topic for bachelor thesis, the authoress has chosen the using of product placement in Czech television series. The aim was to find out the extent and ways of using product placement in selected series, Ulice and Slunečná. It was also examined whether the respondents perceive this form of advertising, or how they perceive it and what effect it has on them. To obtain the results, it was necessary to perform two research methods - observation and questioning. The survey was conducted online on the portal vyplnto.cz and the link was shared on solver’s Facebook and Instagram profiles. Observations have shown that the series uses product placement differently. The data obtained from the survey were analyzed using a Microsoft Excel processor and IBM SPSS Statistics software. The data showed that only less than half of all respondents (48%) notice the product placement in Czech programs and 61% of respondents did not change their attitude to the product promoted in this way. Only 29% of the total 167 viewers of the Ulice and only 22% of the total 166 viewers of the Slunečná managed to recall at least one product placement.