Product placement ve filmu: vizuální pozornost a brand recall

This bachelor’s thesis examines the relationship between viewers’ visual attention and brand recall in the context of product placement in film scenes. The aim of the study is to analyze whether the visual attention paid to brands is associated with their subsequent recall from memory. The research was conducted using an experimental design combining eye-tracking measurement and a questionnaire survey. The results indicate that a higher level of visual attention directed toward a brand is associated with a higher probability of its recall. The thesis contributes to a better understanding of the effectiveness of product placement and highlights the importance of brands’ visual visibility for effective memory encoding.