The Meanings of ‘Kod-Sa-Na-Faeng’- Young Adults’ Experiences of Television Product Placement in the Uk and Thailand

This study uses an interpretive approach to explore the ways in which young adult Thai and British consumers inscribe meanings to the brands they experience as part of their television entertainment and the roles these meanings have in their experiential worlds. Drawing on transcribed and translated focus group discussions, depth interviews and purposively elicited auto-ethnographic narratives the findings suggest that television product placement constitutes a powerful discourse of brand symbolism to which international consumers are highly attuned. Brands in television shows can have deeply personal and nuanced meanings which engage with consumers’ iterative identity projects.

Citation:

Rungpaka Amy Tiwsakul and Christopher Hackley (2009) ,"The Meanings of ‘Kod-Sa-Na-Faeng’- Young Adults’ Experiences of Television Product Placement in the Uk and Thailand", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 584-586.