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Loving "Mapple Store" but Hating "Sprawl-Mart": A Case Study of Brand Parodies in The Simpsons

Qiao, Fei and Chicotsky, Brandon and Billings, Andrew C. (2016) Loving "Mapple Store" but Hating "Sprawl-Mart": A Case Study of Brand Parodies in The Simpsons. KOME: AN INTERNATIONAL JOURNAL OF PURE COMMUNICATION INQUIRY, 4 (1). pp. 69-83. ISSN 2063-7330

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Abstract

A content analysis of a total of 96 brands and 405 tweets reveal that 1) feature imitation is more frequently employed than theme imitation in brands with parodies in The Simpsons; 2) brands with parodies contain significantly more negative connotations than positive connotations; and 3) audiences have significantly more positive attitudes than negative attitudes toward both fictional brands and defictionalized brands. The findings are mainly consistent with 1) information processing and persuasive theory in communication and 2) brand defictionalization phenomenon in marketing, providing practical suggestions for both television and marketing practitioners. More theoretical and practical implications were further discussed.

Item Type: Article
Subjects: H Social Sciences / társadalomtudományok > HE Transportation and Communications > HE2 Communications / hírközlés
SWORD Depositor: MTMT SWORD
Depositing User: MTMT SWORD
Date Deposited: 20 Dec 2016 07:51
Last Modified: 20 Dec 2016 07:51
URI: http://real.mtak.hu/id/eprint/43534

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