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ID:23857645
大小:32.61 KB
页数:23页
时间:2018-11-11
《外文翻译---软广告的效果:观众的新见解》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
1、外文文献Effectivenessofbrandplacement:NewinsightsaboutviewersAbstractSincetraditionalmediahavebecomesaturated,thetechniqueofproductplacementhasbeenattractinggrowinginterest.Thisresearchexploresnewinsightsconcerningviewers'reactionsduringasecondviewingofamovie.Asampleof3532FrenchviewersofDVDshasbeenu
2、sedtolinkthewaythemoviewaschosen,viewedandappreciated(ornot)withaspontaneousbrandplacementrecall,thedayafterthefilmwaswatchedathome.Resultsmakeacontributiontoaddingtoacademicknowledgeofthetopic.Afirstviewingofthemovieatthecinemaimprovesbrandplacementrecall,asdoeswatchingthemovieathomeonalargehom
3、ecinemascreen.SuchanimprovementalsooccurswhenaDVDmovieischoseneitherbecauseofthemoviedirectororwhentheviewerlikesthemovie.Keywords:Consumer;Productplacement;Brandplacement;Movie;Branded-entertainment;Spontaneousday-afterrecall1.IntroductionProductplacements(aproductand/orabrandintentionallyplace
4、dinaculturalmedium)aremushroominginmoviesnowadays.Thoseproductsarepartofaso-calledproductplacementdeal.Productplacementinmovieshasbecomeacommunicationtechniquewhichisusedmorethaneverbyadvertisers(Karrhetal.,2003;PQMedia,2007).ArecentAssociationofNationalAdvertisers(ANA)surveyindicatesthat63%ofth
5、eAmericanadvertiserswhorespondedalreadyintegratedproductplacementactionsintheircommunicationplan,52%specifyingthatfinancingforthoseactionshadbeentransferredfromtheirTVadvertisingbudget(Consoli,2005).Agreatdealofresearchisalreadydevotedtoproductplacementinallitsforms(Nelson,2002;LaFerleandEdwards
6、,2006;GuptaandGould,2007)andmorespecificallytoproductplacementinmovies(Karrh,1998).2.BrandplacementinmoviesSincethefirstbrandplacementsappearedinnovelstwocenturiesago,theyhavedevelopedwiththemovieindustry(Turner,2004;NewellandSalmon,2004).Productplacementisacrossbreedtechnique,thatcombinesdiffer
7、entcommunicationtechniquesintoone,takingplaceinaculturaland/orentertainmentenvironment.Placingaproductconsistsofputtingaproductand/orabrandintoamoviescenewhereitcanbeseenand/oritsnameheard.Theplacementcaneitherbepaidforbythe
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