Building Brand Awareness Through Film Narrative

摘要

Film becomes one of the commodities that build brand awareness through product placement, films that combines product messages with stories in the film's narration gives the message value naturally from scenes in the film. The relationship between product placement and storytelling in film narratives is an interesting part to learn. This research used Qualitative method through a naturalistic-interpretative paradigm approach with pragmatic content analysis methods to construct reality, express meaning through the processes, events, and authenticity of product entities in relation to storytelling and brand sharpening through film. The purpose of this research is to understand the concept of building brand awareness by placing products in film narratives. The results showed that product placement in film was very important and had a strong impact on brand awareness by utilizing functional telling, links, and references in film narratives. Products that used as the main property of each scene in a functional event will often appear and visually blend in with the film's story, while product placement in the relationship and reference of the event does not have a direct relation with the film's story, but placed according to marketers' needs. Building brand awareness through product placement in films must pay attention to the genre of film, storytelling, and the target audience.