Using Eye Tracking to Understand the Effects of Brand Placement Disclosure Types in Television Programs

Аннотация

The proliferation of brand placement in television programs has been a cause for concern for policymakers, consumer organizations, and academics, because brand placement may violate the right of consumers to know when they are being subjected to an advertisement (Cain 2011). To guarantee fair communication and to protect consumers from being influenced without their awareness, the European Union developed regulations that obligate broadcasters to disclose brand placement on television programs. The implementation of these brand placement disclosures (also referred to as sponsorship disclosures) differs among countries, although they all have the same goal: to help consumers distinguish commercial content from editorial content and to recognize advertising embedded in television programs (Cain 2011).