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
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.