Consumption in Soap Operas from Brazil, New Zealand, and the U.S.: Production, Products, and Process
Advances in Consumer Research, Volume 33, 2006
4 Pages Posted: 17 Nov 2015
Date Written: 2006
This session examined the influence on consumers of consumption imagery and cultural reality depicted in soap operas from Brazil, New Zealand, and the United States. The papers presented studies of products placed in television soaps in selected countries where the vehicle and/or the audience have not been sufficiently well studied. The rationale is that knowledge of the entertainment-education value of soaps in context contributes both to better understanding of consumers as well as to ways that placed products impact their lives (Kennedy et al. 2004; Singhal and Rogers 1999). Insofar as soaps produced and consumed in each culture have important but not fully researched differences, the session provided insight into consumption scenarios and consumer interpretations.
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