广告植入软广告的效果外文文献翻译文档格式.docx
- 文档编号:16860648
- 上传时间:2022-11-26
- 格式:DOCX
- 页数:12
- 大小:30.55KB
广告植入软广告的效果外文文献翻译文档格式.docx
《广告植入软广告的效果外文文献翻译文档格式.docx》由会员分享,可在线阅读,更多相关《广告植入软广告的效果外文文献翻译文档格式.docx(12页珍藏版)》请在冰豆网上搜索。
Jean-MarcLehu,EtienneBressoud
文献出处:
《JournalofBusinessResearch》,2008,61(10):
1083-1090
字数统计:
英文3592单词,19084字符;
中文5823汉字
外文文献:
Newinsightsaboutviewers
AbstractSincetraditionalmediahavebecomesaturated,thetechniqueofproductplacementhasbeenattractinggrowinginterest.Thisresearchexploresnewinsightsconcerningviewers'
reactionsduringasecondviewingofamovie.Asampleof3532FrenchviewersofDVDshasbeenusedtolinkthewaythemoviewaschosen,viewedandappreciated(ornot)withaspontaneousbrandplacementrecall,thedayafterthefilmwaswatchedathome.Resultsmakeacontributiontostrengtheningprofessionals'
interestinthetechnique,andtoaddingtoacademicknowledgeofthetopic.Afirstviewingofthemovieatthecinemaimprovesbrandplacementrecall,asdoeswatchingthemovieathomeonalargehomecinemascreen.SuchanimprovementalsooccurswhenaDVDmovieischoseneitherbecauseofthemoviedirectororwhentheviewerlikesthemovie.
KeywordsConsumer;
Productplacement;
Brandplacement;
Movie;
Film;
Branded-entertainment;
Spontaneousday-afterrecall
1.Introduction
Productplacements(aproductand/orabrandintentionallyplacedinaculturalmedium)aremushroominginmoviesnowadays.Thoseproductsarepartofaso-calledproductplacementdeal.Productplacementinmovieshasbecomeacommunicationtechniquewhichisusedmorethaneverbyadvertisers(Karrhetal.,2003;
PQMedia,2007).ArecentAssociationofNationalAdvertisers(ANA)surveyindicatesthat63%oftheAmericanadvertiserswhorespondedalreadyintegratedproductplacementactionsintheircommunicationplan,52%specifyingthatfinancingforthoseactionshadbeentransferredfromtheirTVadvertisingbudget(Consoli,2005).Agreatdealofresearchisalreadydevotedtoproductplacementinallitsforms(Nelson,2002;
LaFerleandEdwards,2006;
GuptaandGould,2007)andmorespecificallytoproductplacementinmovies(Karrh,1998).
2.Brandplacementinmovies
Sincethefirstbrandplacementsappearedinnovelstwocenturiesago,theyhavedevelopedwiththemovieindustry(Turner,2004;
NewellandSalmon,2004).Productplacementisacrossbreedtechnique,thatcombinesdifferentcommunicationtechniquesintoone,takingplaceinaculturaland/orentertainmentenvironment.Placingaproductconsistsofputtingaproductand/orabrandintoamoviescenewhereitcanbeseenand/oritsnameheard.Theplacementcaneitherbepaidforbytheadvertiserorbepartofabarterdealconcerningproductsand/orservicessuchaslogisticsfacilities(Karrh,1998).Mainlysincetheendofthe1980s,severalpaperscontributetoabetterunderstandingofthiscommunicationtechniquewhichisdubbedhybridbyBalasubramanian(1994)sincebrandplacementputsanadmessageinentertainmentmedium.Itspositiveeffectonattitude(Fontaine,2005;
Redondo,2006)andespeciallyitspotentialimpactonbrandrecall(Brennanetal.,1999;
d'
AstousandChartier,2000)representthemaincoreoftheresearchknowledge.
2.1.Thereasonsforproductplacementgrowth
Confrontedwiththefragmentationofmediaandtheiraudiencesontheonehand(Deloitte,2005)andwiththeriseofelectronicvideodevicesallowingviewerstoskipcommercials(O'
NeillandBarrett,2004)ontheother,advertisersareincreasinglyseekingtore-establishthelinkbetweenproductsandtheirconsumers.Asbrandplacementinmoviesseemstobewellaccepted(O'
Reillyetal.,2005),sometimeslessexpensivethana30-secondTVspotandalsomoreeffective(Jaffe,2005),thiscommunicationtechniqueisbecomingmorefrequentlyused.Waysofplacingthebrandmaydiffer,butthemainpurposeofobtainingbrandrecallandimprovingbrandimageremains(Lehu,2007).ThatiswhyChiefInspectorClouseaudroveaSmartcarinThePinkPanther.
Moviesarenottheonlymediumusedforbrandorproductplacement.Somecanbefoundintelevisionseriesorshows,theatreplays,songs,videogames,novels…(Kretchmer,2004;
Moseretal.,2004).Theprimaryreasonremainsthesame:
generatingcomplementaryincomefortheauthor,themediumortheproductionontheonehand,whileofferinganopportunityofbrandedentertainmenttotheadvertiser(RussellandBelch,2005).Carmakerswereamongthefirsttousethetechniquebecauseofthepotentiallyverylargeaudienceforalowcost(Parrish,1976).Moreoverthesamemoviecannowbeseenintheatres,onDVD,cable/satelliteTV,syndicationandreruns.Besides,buildingafakecarwouldbetoocostlyforaproductionandsomehowcouldappeartooobvioustotheaudience(Moseretal.,2004).
2.2.Modalitiesandeffectivenessofaproductplacement
Researchintoproductplacementusuallyfocusesoneffectivenessorspectators'
acceptanceofthishybridtechnique.Nevertheless,mostresearchinthisfieldexplainsandgaugeseffectivenessbythewaytheplacementismade,meaningthatmostoftheresultsshowhowthecharacteristicsofthebrandplacementaffectitseffectiveness(effectsfromtheplacement).Balasubramanianetal.(2006)identifyseveralmeasuresofeffectiveness:
brandtypicality/incidence,placementrecognition,brandsalience,placementrecall,brandportrayalrating,identificationwithbrand/imitation,brandattitude,purchaseintention,brandchoice,andbrandusagebehavior.Threeplacementmodalitiesareusuallydistinguished:
prominence,audiovisualandplotinsertion.Prominentplacementsoccurwhentheproductismadehighlyvisiblebythevirtueofthesizeand/orpositiononthescreenoritscentralitytotheactioninthescene(GuptaandLord,1998).Theaudiovisualcharacteristicreferstotheappearanceofthebrandonthescreenand/ortothebrandbeingmentionedinadialogue(Russell,2002).Finally,plotinsertionreferstothedegreetowhichthebrandisintegratedintothestoryitself(Russell,1998).Suchresearchcontributestoabetterunderstandingofproductplacementeffectiveness(VollmersandMizerski,1994;
Russell,2002;
Karrhetal.,2003;
BressoudandLehu,2007b),andmorespecificallybrandcommunicationeffectiveness.
Severalresearchershaveworkedonplacementeffectiveness,andstilldo,eitherinmovietheatres(OngandMeri,1994)orinTVprogram,includingseries(SternandRussell,2004).However,eveniftheyrecognizedthatamovieplacementhasafirstlifeintheatresandasecondlifeinthehome(VollmersandMizerski1994),littleresearchhasfocusedonthistopic(Bré
e,1996).Researchintoproductplacementconcentratesonplacementconditionswhichcanbepartlycontrolledbytheadvertiser.
2.3.Researchobjective
Becausethelinkbetweenaspectator'
sconditionsofexposureandbrandplacementeffectivenesscannotbecontrolled,lessresearchfocusesonthisrelationship.Butaspectator'
sattitudeinfluencessucheffectiveness(JohnstoneandDodd,2000;
Fontaine,2002),andtheadvertisercouldhavechosenthemovieonthebasisoftheattitudethestorywassupposedtogenerate.Thisprimaryanalysisleadsustoonegoal:
exploringtheinfluenceofthespectator'
sattitudeontheeffectivenessofasecondlifebrandplacementinafilmonDVDwatchedinthehome.Thisgoalisachievedbyexplainingtheeffectivenessofthebrandplacementintermsofthespectator'
sattitudewhilewatchingthemovieduringthissecondviewing;
theeffectivenessisanalyzedusinganexperimentwithDVDviewers.
3.Hypotheses
Theextentofspontaneousday-afterrecall(SDAR)intermsofnumberofbrandplacementsseenonscreenandrememberedisusedinthisresearchasthemeasureofbrandplacementeffectiveness.Indeterminingthis,theroleoftheconsumerbecomespregnant,discussinghowmanybrandsaconsumershouldremember,giventheconditionspertainingwhenheorshewasexposedtothemovie.Theadvertiser'
sobjectiveisobviouslytomakesurethattheconsumerrecallsthespecificbrandandthatheorshedoessoregardlessofthemodalitiesofthebrandplacement.
Fourhypotheseshavebeenformulatedtolinkbrandplacementandtheconsumerwhohasbeenexposedtothiscommunicationtechnique.Thefirsttwohypothesesfocusonthisaspect,beforeandduringtheexposuretothemovie.Thelasttwohypothesesconcentrateonthespectator'
sattitudetowardsthemoviebeforeandafterviewingthemovieinwhichbrandsareplaced.
3.1.Secondlifeoftheplacement
Amongtherespondents,somemayhaveseenthemoviepreviously,incinemas.(JohnstoneandDodd2000)FirsttestthehypothesisthatSDARmightbehigherifviewerswerewatchingthemovieforthesecondtime.Unfortunately,theyconcludethatpriorexposurehastoolittleimpactuponbrandsalienceleveltosupportthishypothesis.Theirhypothesisistestedonasampleof53viewers.Thepresentresearchemploysasampleof3532viewers.Abrandplacementhasseverallives(Bré
e,1996)whichinteractthroughthemanyviewingsofthemovie.Consequently:
Hypothesis1a.TheextentofbrandplacementSDARonDVDviewingisfavorablyinfluencedbyafirstviewingofthemovieatthecinema.
ConsistentwiththisfirsthypothesisthatlinksTVandtheater,andthewishtofocusontheTVsecondviewing,thedifferenceofsizeofaTVscreen,smallerthanthatofatheatrescreen,mustbeconsidered.Twoofthethreemodalitiesofproductplacement,plotintegrationandaudiovisualremainthesamewhetherthemovieisshownonatheatrescreenoronaTVscreen.However,thethirdmodality,prominence,maybedrasticallychanged,giventhedifferenceinabsolutescreensize.Dependingonthesizeofthescreen,theproductplacementmayappearlessprominentonTVthanona
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 广告 植入 效果 外文 文献 翻译