P/M/686. Dissertation. Impacts of tobacco products placements in films on smoking behaviour

The dissertation investigates the impacts of tobacco products placements (TPP) in films on creating attitudes to smoking. The need of product placement research in Scotland is emphasized on the basis of the smoking level statistics. The review of literature touches upon the history and power of TPP, the background of tobacco smoking in Glasgow, the hierarchy of needs theory, the theory of planned behaviour, the excitation transfer theory, etc. Secondary research methods are used in combination with primary research conducted through discussions in focus groups and self completion questionnaires. Conclusions are made about the role of TPP in shaping positive / negative perceptions of smoking behaviour.