Diplomarbeit
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View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by OTHES DIPLOMARBEIT Titel der Diplomarbeit “Nike, Nokia and the Tyrolean Alps. Product Placement and Bollywood Cinema” Verfasserin Eva-Marie Hirsch Angestrebter akademischer Grad Magistra der Philosophie (Mag.phil) Wien, im April 2009 Studienkennzahl lt. Studienblatt: A 343 Studienrichtung lt. Studienblatt: Diplomstudium Anglistik und Amerikanistik Betreuerin: ao. Univ.-Prof. Dr. Monika Seidl Acknowledgements I would like to express my deepest gratitude to my parents for financing my studies and believing in me. In addition, special thanks go to my life partner for his emotional support and patience during all phases of this thesis. Without his steady encouragement and helpful discussions, I would not have been able to complete the thesis. My further gratitude goes to colleagues and friends for listening to troubles and fears during the process of writing and for sharing experience and knowledge. Moreover, my sincere thanks go to Dr. Seidl for her guidance and inspiration, as well as honest and constructive criticism. Her openness to new and unusual ideas is most appreciated. Dr. Seidl’s courses, which have all been very interesting and extraordinary, awoke my interest in cultural studies. I am also grateful to Mrs. Landesmann-Aibara. Her course about Indian women, their local and global identities (in 2004) inspired me to learn more about the Indian culture in general and Bollywood in particular. Discussions as well as emails helped me to orientate myself and to sort the huge amount of information at the beginning. Furthermore, special thanks go to Dr. Hüttner, whose critical questions and useful suggestions helped me a lot when constructing the questionnaire. Last, but not least, I am thankful to Dr. Köck from Cinetirol for the interview on production of Bollywood song and dance sequences in the Alps. I appreciate his time, his emails as well as material he sent by mail. Vienna, April 2009 Table of contents 1. Introduction ..................................................................................................... 1 2. Bollywood film production ............................................................................. 3 2.1. Definition of the term Bollywood ............................................................ 3 2.2. Bollywood film production....................................................................... 6 2.3. The financing and distribution of Bollywood films ............................. 12 2.4. Conclusion ............................................................................................... 17 3. Product placement......................................................................................... 18 3.1. Definition of product placement............................................................ 18 3.2. Reasons for placements .......................................................................... 20 3.3. The implementation of product placement in feature films ............... 22 3.4. Placement types....................................................................................... 25 3.5. Product placement costs......................................................................... 29 3.6. An example of a location placement...................................................... 30 3.6.1. CineTirol’s contribution to the presentation of Austria as exotic location......................................................................................................... 32 4. Product placement in Bollywood ................................................................. 37 4.1. Product placement in Bollywood films as perceived by users of Bollywood forums in the World Wide Web ................................................ 37 4.1.1. Planning and construction of the questionnaire............................ 38 4.1.2. The structure..................................................................................... 39 4.1.3. Evaluation ......................................................................................... 42 4.1.4. Analysis 1- Period of time being fan............................................... 44 4.1.5. Analysis 2- Age of fans ..................................................................... 52 4.1.6. Conclusion of both analyses ............................................................ 58 4.2. An analysis of product placements in Bollywood films....................... 60 4.2.1. Results of film analysis..................................................................... 61 4.2.1.1. Comparison of film results and questionnaire outcomes....... 61 4.2.1.2. Actors as advertisers.................................................................. 67 4.2.1.3. Brands and their narrative functions ...................................... 72 4.2.1.3.1. On-set placements and their narrative functions............. 76 4.2.1.3.2. Creative placements and their narrative functions.......... 82 1. Group songs .................................................................................. 85 2. Pair sequences............................................................................... 93 3. Single actor sequences about dreams and loneliness................ 96 4.2.2. Conclusion of film analysis ............................................................102 5. Conclusion....................................................................................................103 6. References ....................................................................................................106 6.1. Films .......................................................................................................106 6.2. Electronic sources .................................................................................107 6.2.1. Websites...........................................................................................107 6.2.2. Online articles .................................................................................107 6.3. Print sources..........................................................................................109 Appendices .......................................................................................................113 Appendix I: Bollywood forums in the World Wide Web ........................113 Appendix II: Questionnaire ........................................................................114 List of figures and tables Fig.1 Analysis 1- people’s opinion about most often portrayed products ............................... 46 Tab.1 Analysis 1- Number of votes clothing brands received ................................................. 48 Fig.2 Analysis 2- People’s opinions about most advertised products...................................... 53 Tab.2 Analysis 2- Number of votes clothing brands received ................................................. 55 Fig.3 Occurrences of advertisements in Bollywood films ....................................................... 62 Tab.3 Clothing brands as found in Bollywood films ............................................................... 63 Fig.4 Shahrukh Khan as advertiser in Kuch Kuch Hota Hai [59:32]....................................... 69 Fig.5 Kajol wearing a DKNY outfit in Kuch Kuch Hota Hai [19:59]..................................... 71 Tab.4 Occurring brands in Bollywood films............................................................................ 76 Fig.6 Nescafé placement in Kuch Kuch Hota Hai [36:41] ...................................................... 81 Fig.7 At first Rhea is sad in Hum Tum [1:11:23]..................................................................... 87 Fig.8 Rhea smiles again in Hum Tum [1:11:26]....................................................................... 88 Fig.9 Pepsi placed in a song sequence of Kuch Kuch Hota Hai [42:45] ................................. 91 Fig.10 Aman’s Nokia mobile phone in Ela Cheppanu [17:12] ............................................. 100 Fig.11 Priya’s Nokia mobile phone in Ela Cheppanu [57:21]............................................... 101 1. Introduction Bollywood films have reached Europe. They cannot only be bought in Indian groceries but are now also sold together with magazines. The publishing house DeAgostini has released a Bollywood DVD series in 2007. Two times per month such packages are sold at Austrian newspaper kiosks. In other words, even European companies react to the new media hype of Bollywood. Moreover, it can be said that India has succeeded in becoming a globally known and appreciated film industry. When Europeans watch these films and are not used to Indian culture, they might be astonished and curious about many things. Firstly, they might wonder why most of the time people are dancing and singing for inexplicable reasons. Moreover, they might ask themselves why do such song scenes differ from the rest of the film and tend to portray completely different places and times. Furthermore, spectators might wonder about the massive use of branded goods and stereotypical character types. This thesis will try to reveal some of these phenomena by explaining how films are produced and financed because they, in some points, differ considerably from European or American film productions. Moreover, it is demonstrated why Bollywood cinema incorporates song and dance scenes and why Indian producers think Austria is a fascinating and exotic location. In order to find out about Bollywood film producers’ cooperation