Product placements in movies are omnipresent. But how do modern film technologies, particularly the 3D technology, influence the memory of brands placed in movies? A new study has revealed that only brands placed very prominently benefit from 3D as compared to 2D technology, while the memory of less prominent and more subtle placements tends to dwindle. In the case of 4D movies (3D enhanced with scent), the memory was weakest.
The results, recently published in the journal “Media Psychology”, are based on two studies, which investigated product placements in two Hollywood movies. Volunteers watched the Hollywood movies as either a 2D, a 3D, or a 4D version (the 3D movie with added scent).
Researchers subsequently recorded the extent to which the volunteers were able to recall and recognize the brands placed in the movies. In doing so, they distinguished between products placed in a prominent and those placed in a subtle manner.
Ralf Terlutter (Department of Marketing and International Management at the Alpen-Adria-Universität, AAU), who conducted the studies together with his AAU colleagues Sandra Diehl und Isabell Koinig (Department of Media and Communications Science), as well as Martin K.J. Waiguny (IMC Krems), elaborates: “Our results indicate that those companies wishing to work with less prominent product placements might benefit from continuing to use movies created in 2D technology.”
However, in certain circumstances, the use of 3D movies might be very appropriate in the case of prominent product placements. Terlutter explains this result in more detail: “However, this only applies in instances where the product placement is both highly visible and central to the plot of the movie.”
If this is not the case, the 3D technology will contribute to producing a negative effect on brand recall and brand recognition. Regardless of the level of prominence selected, the recall of product placements was poorest in 4D movies.
The research team postulates that the limited information processing capacity of the human brain is responsible for these results. Ralf Terlutter goes on to add: “When we watch a 3D or 4D movie, more cognitive resources are required than in the case of a 2D movie. These cognitive resources are then no longer available for the processing and memorizing of product placements. The additional stimulation in 3D or 4D leads, we believe, to a more intensive utilisation of the brain.” The aim of future studies will be to measure this effect, as well as the effects produced in different cultures featuring varying degrees of technological development.
Terlutter, R., Diehl, S., Koinig, I. & Waiguny, Martin K.J. (2016). Positive or Negative Effects of Technology Enhancement for Brand Placements? Memory of Brand Placements in 2D, 3D, and 4D Movies. Media Psychology, DOI: 10.1080/15213269.2016.1142377.
Dr. Romy Müller | idw - Informationsdienst Wissenschaft
Between filter bubbles, uneven visibility and transnationality
06.12.2017 | Schweizerischer Nationalfonds SNF
New Technologies for A/V Analysis and Search
13.04.2017 | Fraunhofer-Institut für Digitale Medientechnologie IDMT
The miniaturization of the current technology of storage media is hindered by fundamental limits of quantum mechanics. A new approach consists in using so-called spin-crossover molecules as the smallest possible storage unit. Similar to normal hard drives, these special molecules can save information via their magnetic state. A research team from Kiel University has now managed to successfully place a new class of spin-crossover molecules onto a surface and to improve the molecule’s storage capacity. The storage density of conventional hard drives could therefore theoretically be increased by more than one hundred fold. The study has been published in the scientific journal Nano Letters.
Over the past few years, the building blocks of storage media have gotten ever smaller. But further miniaturization of the current technology is hindered by...
With innovative experiments, researchers at the Helmholtz-Zentrums Geesthacht and the Technical University Hamburg unravel why tiny metallic structures are extremely strong
Light-weight and simultaneously strong – porous metallic nanomaterials promise interesting applications as, for instance, for future aeroplanes with enhanced...
An interdisciplinary group of researchers interfaced individual bacteria with a computer to build a hybrid bio-digital circuit - Study published in Nature Communications
Scientists at the Institute of Science and Technology Austria (IST Austria) have managed to control the behavior of individual bacteria by connecting them to a...
Physicists in the Laboratory for Attosecond Physics (run jointly by LMU Munich and the Max Planck Institute for Quantum Optics) have developed an attosecond electron microscope that allows them to visualize the dispersion of light in time and space, and observe the motions of electrons in atoms.
The most basic of all physical interactions in nature is that between light and matter. This interaction takes place in attosecond times (i.e. billionths of a...
Transistors based on carbon nanostructures: what sounds like a futuristic dream could be reality in just a few years' time. An international research team working with Empa has now succeeded in producing nanotransistors from graphene ribbons that are only a few atoms wide, as reported in the current issue of the trade journal "Nature Communications."
Graphene ribbons that are only a few atoms wide, so-called graphene nanoribbons, have special electrical properties that make them promising candidates for the...
08.12.2017 | Event News
07.12.2017 | Event News
05.12.2017 | Event News
08.12.2017 | Life Sciences
08.12.2017 | Information Technology
08.12.2017 | Information Technology