The psychology of entertainment media : blurring the lines between entertainment and persuasion / edited by L.J. Shrum.

Includes bibliographical references and indexes.

What's so special about entertainment media and why do we need a psychology for it? : an introduction to the psychology of entertainment media / L.J. Shrum -- Product integration : current practices and new directions / John A. McCarty and Tina M. Lowrey -- As a backdrop, part of the plot, or a goal in a game: the ubiquitous product placement / Elizabeth Cowley -- Children's processing of embedded brand messages : product placement and the role of conceptual fluency / Laura Owen ... [and others] -- Psychological processing of in-game advertising and advergaming : branded entertainment or entertainment persuasion? / Michelle R. Nelson and Martin K.J. Waigunny -- The stories TV tells : how fictional TV narratives shape normative perceptions and personal values / LJ. Shrum and Jachoon Lee -- Flying with Icarus : narrative transportation and the persuasiveness of entertainment / Jordan M. Carpenter and Melanie C. Green -- Seeing is believing : toward a theory of media imagery and social learning / Karen E. Dill and Melinda C.R. Burgess -- Alcohol messages in television series : content and effects / Cristel Antoinia Russell and Dale W. Russell -- Selling beauty : the hidden cost to women's self-worth, relationships, and behavior / Erin J. Strahan, Vanessa M. Buote, and Anne E. Wilson -- Learning aggression through the media : comparing psychological and communication approaches / Julia A. Maier and Douglas A. Gentile -- Paths from television violence to aggression : reinterpreting the evidence / George Comstock and Jack Powers.

In this volume, psychologists and communication experts present theory on understanding and predicting how learning occurs through media consumption. As the impact of traditional advertising has declined over the last couple of decades, marketers have scrambled to find other ways to effectively communicate with consumers. Among other approaches, marketers have utilized various forms of product integration. Product integration is mixing a commercial message in with the non-commercial message via TV, movie, video, and other entertainment venues. This book will be of interest to students and researchers in psychology, marketing, communication, advertising, and consumer behavior.