University of South Florida Scholar Commons Graduate Theses and Dissertations Graduate School January 2013 The ffecE t of Stealth Advertising in Newscasts on Viewers' Recall Fany Georgieva University of South Florida,
[email protected] Follow this and additional works at: http://scholarcommons.usf.edu/etd Part of the Mass Communication Commons Scholar Commons Citation Georgieva, Fany, "The Effect of Stealth Advertising in Newscasts on Viewers' Recall" (2013). Graduate Theses and Dissertations. http://scholarcommons.usf.edu/etd/4677 This Thesis is brought to you for free and open access by the Graduate School at Scholar Commons. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Scholar Commons. For more information, please contact
[email protected]. The Effect of Stealth Advertising in Newscasts on Viewers’ Recall by Fany N. Georgieva A thesis submitted in partial fulfillment of the requirements for the degree of Master of Strategic Communications School of Mass Communications College of Arts and Sciences University of South Florida Major Professor: Kelly Werder, Ph.D. Scott Liu, Ph.D. Michael Mitrook, Ph.D. Date of Approval: June 26, 2013 Keywords: product placement, program involvement, news credibility, persuasion, ELM Copyright © 2013, Fany N. Georgieva Table of Contents List of Tables iii Abstract iv Chapter One: Introduction 1 Chapter Two: Literature Review 5 Product placement in newscasts 5 Viewers’ perceptions of product placement 6 Product placement regulations 7