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Academic Term Papers Catalog THE ELABORATION LIKELIHOOD MODEL (ELM) & PRODUCT PLACEMENT.
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| 17340. THE ELABORATION LIKELIHOOD MODEL (ELM) & PRODUCT PLACEMENT. This paper describes the ways that the Elaboration Likelihood Model (ELM) can be applied to studying the phenomenon of product placement in movies, television, and reality TV. It is argued that the ELM not only helps to explain how product placement works; it also provides insights on how the practices of product placement can be improved to the benefit of all concerned (sponsors, producers of movies and shows, and consumers). Provides a brief history of product placement in movies, television and reality TV; describes the Elaboration Likelihood Model; and examines empirical findings on the use and effectiveness of the ELM. Concludes that the Elaboration Likelihood Model not only helps to explain the phenomenon of product placement, it also provides insight into how the practice can be improved. KEYWORDS: product placement media ELM. Written 2005. 11 pages, 26 footnotes, 8 bibliographic sources. 2,673 words. | $77 |
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