Gender differences on ethically charged product placements : the case of tobacco products, alcoholic beverages and weapons

Abstract

This study attempts to investigate how males and females aged 18 to 24 accept ethically charged products, in films shown in a cinema-type environment. The research was in the form of an exploratory study, which attempted to provide answers regarding this topic in a South African context, as previous research in this context is limited. The research was executed through the use of a questionnaire with 223 respondents were initially required to view a number scenes that were extracted from films that were targeted to this age group. It was found that there is no statistically significant difference in the acceptability between male and female film attendees with regard to tobacco products, alcoholic beverage products in films. There is no difference in the acceptance of tobacco products and alcoholic beverages between males and females as the results show neutral opinions from both of these groups, therefore they may not be easily persuaded to buy the branded products advertised. However, the acceptance of weapons between males and females does show a significant difference as females have a more negative opinion than the neutral opinion of males. This study can be a benchmark as it is one of the first studies conducted in South Africa regarding the perception of ethically charged product placements in film.