Television Formats as a Platform for the Promotion of Trade Marks: Typology Issue
Student: Mil`shina Mariya
Supervisor: Artur S. Tarasenko
Faculty: Faculty of Media Communications
Educational Programme: Bachelor
Year of Graduation: 2014
<p align="center"><strong>Abstract</strong></p><p align="center">Milshinа Maria S., 4th year student of Faculty of Mediacommunication , 445j group</p><p align="center">Diploma paper on topic: "Television formats as a platform for the promotion of trademarks: typology issue".</p><p>This study focuses on the typology of television content in terms of trademarks promotion. The object of this study includes the top rated programs of different formats of the most popular TV channels according to TNS - First channel "Russia 1", NTV, TNT, STS , Ren TV in the chronological framework of the 2013-2014 television season. The purpose of the study is to build a typology of television formats in terms of trademarks promotion. The objectives:</p><p>• To identify ways to promote trademarks in television programs, based on the trademarks components' analysis and its commertial and informantion sphere.</p><p>• To identify the formats used for trademarks promotion.</p><p>• Tо analyze the scenario moves in episodes of product placement in television programs.</p><p>• To assess the emotional component of product placement.</p><p>• To identify ways to promote brands in TV programs.</p><p>• To classify television formats, based on the ways of trademarks promotion.</p><p>Methods have been used in servey includes typology, theoretical analysis , synthesis, inductive method, content analysis.</p><p>In the first chapter of the study, we defined the notion of "format" in the sense of a particular program format. We chose classification of TV formats created by faculty of journalism of Moscow State University.</p><p>In the second chapter we have defined the term " trademark", described the process of promotion. Product placement as a form of advertising (the main tool researched in the study) - organic integration of trademark in programs' scenario.</p><p>In the third chapter the criteria of typology were described. By the first criterion - "dramatic moment of appearance of product placement " programs divided on: the program where brand accompanies the culmination (the "program - production" (in which something converts in a new form)), programs where product placement serves impetus to the development of action (talk-shows, interviews , reality-shows, competitions-concerts, TV-magazines) , and programs in which product placement is not involved in drama (talk-shows, travel essays ).</p><p>Another creterion is functions that trademark has in the program. We have identified: the programs, in which trademark performs as a gift ("production-program", talk-shows ), programs in which product placement takes the function of assistance (contests , contest-concert, quiz, "production-program"), programs of story making product placement (competition, reality-show , talk-show), programs in which trademark makes distruction (contests-concerts) and non-functional prodakt placement program (talk-shows, travel essays, TV-magazines).</p><p>By emotional component of product placement we identified two groups: the programs with emotionally involved product placement (the "program - production", competitions , talk-shows, competition-concerts, reality-shows, quiz) and emotionally aloof product placement (interview, talk-shows, TV-magazine, travel essays).</p><p>By amount criterion of the product placement scenes we identified two groups: programs that can accommodate large amount of product placement ("program- production", talk-shows, travel essays, concert-contest, quiz) and a small amount of it ("program - production", conversation, program competition, TV-magazines, reality-shows).</p><p> While constructing the typology we found that not every format can provide good usage of product placement. Consequently, the hypothesis that "in terms of trademark promotion it can be distinguished formats that are best suited for product placement and those in which product placement can not be organica
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