Product Placement in Film as a Tool for Brand Communication

This study examines the role of the influence of the personal characteristics of the actor and character on the perception of the brand personality. The research results show that the truly personal characteristics of the actor and character influence the transfer of these characteristics to the brand personality in the audience perception. And also show that the audience pays more attention to the characteristics of the character, rather than the characteristics of the brand. The paper discusses the theoretical foundations of the “brand”, “brand communications”, and “technology product placement”. The concepts of “brand identity” and “method of using a well-known personality” were also considered, which formed the basis for the study. The relevance of this topic is due to the high level of involvement of people in the world of cinema, which in turn makes it possible to widely use the popular method of product promotion as a product placement. The study will be useful for professionals who search for famous personalities to integrate their brands into films. Since the questions studied reinforce the knowledge of the need for the relationship of the personality characteristics of the actor and character to the personality of the brand, they also bring new knowledge that people pay more attention to the personality characteristics of the character rather than the actor. The analysis obtained as a result of this study may serve as the beginning of further research on similar topics. Actors and characters have many different personal characteristics that can be correlated with the personal characteristics of the brand. Further studies should consider a greater number of characteristics in order to better understand which of them are more significant for the audience.