Product appearances in NBC's the Office compared to multiple character variables

94 Pages·2011·1.63 MB·English

by  Amanda Johnson

PRODUCT APPEARANCES
IN NBC’S THE OFFICE
COMPARED TO MULTIPLE CHARACTER VARIABLES

by
AMANDA JOHNSON

YORGO PASADEOS, COMMITTEE CHAIR
LANCE KINNEY
JENNIFER GREER

A THESIS

Submitted in partial fulfillment of the requirements
for the degree of Master of Arts
in the department of Advertising and Public Relations
in the Graduate School of
The University of Alabama

TUSCALOOSA, ALABAMA

2011
Copyright Amanda Suzanne Johnson 2011
ALL RIGHTS RESERVED
ABSTRACT
This study examined the relationship between product appearances and character
variables through content analysis. The Elaboration Likelihood Model was used as a foundation
for this study. The ELM indicates that character credibility, liking and consensus are the three
primary heuristics for reaching a subject through the peripheral route and product appearances
were considered peripheral forms of advertising by nature. Product variables were compared to
multiple character variables. Character variables included gender, role (major or minor),
credibility, likeability, and consensus. Character credibility and likeability were determined by a
survey of bloggers who assigned the characters a static credibility/likeability score.
The data collected by this content analysis indicated that characters with high likeability
scores were linked to more product appearances than characters with low likeability scores and
characters that were typical consumers were also linked to more products than non-typical
consumers. However, there was no relationship found between character credibility and the
quantity or cost of product appearances.
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DEDICATION
This thesis is dedicated to everyone who supported me through the trials of creating this
manuscript. In particular, my fiancé and my mother. I dedicate this work to their persistent
encouragement and optimism along the way.
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LIST OF ABBREVIATIONS AND SYMBOLS
df Degrees of freedom: number of values free to vary after certain restrictions have been
placed on the data
p Probability associated with the occurrence under the null hypothesis of a value as
extreme as or more extreme than the observed value
r Pearson product-moment correlation
t Computed value of t test
< Less than
> Greater than
= Equal to
n sample size
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ACKNOWLEDGEMENTS
I am pleased to have the opportunity to thank the people who have helped me with this
research project. I am most indebted to my thesis chairman, Yorgo Pasadeos, for sharing his
research knowledge and for guiding me through the completion of this project. I would also like
to thank my committee members, Lance Kinney and Jennifer Greer, for their invaluable input
and inspiring questions. I would like to thank Kristen Robinson and Chris Nicholson for
devoting much of their personal time to helping me complete the pilot study. I am additionally
thankful to Bob Nicoteri of the Life in the Office blog for his dedicated help with gathering
surveys and for inspiring me with his extensive knowledge of and passion for The Office.
Furthermore, I would like to thank Robby White for his patience, leniency and understanding
while this project has neared completion.
This research would not have been possible without the support of my fiancé, my family
and my friends, who have been graceful and supportive throughout this entire process. Finally, I
thank all of the loyal bloggers and faithful viewers who were kind enough to devote their time to
completing a survey for a stranger.
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CONTENTS
ABSTRACT………………………………………………………………………………………ii
DEDICATION……………………………………………………………………………………iii
LIST OF ABBREVIATIONS AND SYMBOLS………………………………………….....…..iv
ACKNOWLEDGEMENTS…………………....…………………………………………….……v
LIST OF TABLES………………………………….………………………………………….....ix
Chapter 1 - INTRODUCTION…………………………………………….……..……..………...1
Chapter 2 - LITERATURE REVIEW……………………….…….…….……….....…………….3
Theoretical Framework………………………………………………..…………………..3
Defining Product Placement……...……………………………………………………….5
The Growth and Success of Product Placement……………………………….......……...7
Previous Research……..…………………………………………………………..……..10
Source Credibility………………..………………………………………………………13
Purpose of the Research…………………………....…….…….…….…………………..14
Chapter 3 - RESEARCH QUESTIONS…………….…….…….…….…….………..……….....17
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Chapter 4 - METHOD…………………………….……….…….………….….…………..……21
Coding Sheet…..…………………………………………………………………………21
Episode Number………………………………………………………………………….22
Product…………….….….….….….….….….….….….….….………………………….22
Brand…………….….….….….….….….….….….….….….….….….………………….22
Presence…………………………………………….….….….….….….….….….….…..22
Time………………………………………………….….….….….….………………….23
Product Cost………………………………………………………….….….….….….….23
Product Category………………………………………….….….………………………23
Character………………………………….…….…….………………………………….24
Typical Consumer…………………………………….………………………………….24
Coder Training and Reliability……………………….………………………………….24
Credibility Measures……………………………………………..………………………26
Likeability Measures………………………………..……………………………………27
Chapter 5 - RESULTS…………….……….……...……………………………….….…………28
Data Analysis……………………………………….……………………………………28
Results……………………………………………………………………………………28
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Chapter 6 - DISCUSSION………………………….……………………………………………40
Limitations………………………………………...………..……………………………44
REFERENCES………………………………………………..…………………………………46
APPENDIX A……………………………………………………………………………………48
APPENDIX B……………………………………………………………………………………52
APPENDIX C……………………………………………………………………………………54
APPENDIX D…………………………...………………………………….……………………56
APPENDIX E……………….……………………………………………...……………………69
APPENDIX F………………………………………………………...……………….…………73
APPENDIX G…………………………………………………………………………………... 77

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LIST OF TABLES
Table 1 Cross-tabulation of Presence and Cost Category Variables…………………….………25
Table 2 Frequency of Product Appearances with Male and Female Characters………………...26
Table 3 Frequency of Product Appearances with Major and Minor Characters………………...27
Table 4 T-test of Average Product Cost with Major and Minor Characters………………….….28
Table 5 Cross-tabulation of Character Role and Cost Category Variables…………...…………28
Table 6 Frequency of Product Appearances with Character Credibility Scores………………...29
Table 7 Frequency of Product Appearances with Character Likeability Scores……………...…31
Table 8 Frequency of Product Appearances with Typical Consumer……………………….…..32
Table 9 Cross-tabulation of Typical Consumer and Cost Category Variable………….......……33
Table 10 Frequency of Product Appearances by Season…………..…………………………….34
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