电影中的植入式广告奥地利法国美国消费者对这种新兴的国际宣传媒介态度的跨文化分析.docx

电影中的植入式广告奥地利法国美国消费者对这种新兴的国际宣传媒介态度的跨文化分析.docx

《电影中的植入式广告奥地利法国美国消费者对这种新兴的国际宣传媒介态度的跨文化分析.docx》由会员分享，可在线阅读，更多相关《电影中的植入式广告奥地利法国美国消费者对这种新兴的国际宣传媒介态度的跨文化分析.docx（10页珍藏版）》请在冰豆网上搜索。

电影中的植入式广告奥地利法国美国消费者对这种新兴的国际宣传媒介态度的跨文化分析

毕业论文（设计）外文翻译

题　　目：

　　　　　企业植入式广告的运用研究　　　　　　　　　　　　　　　　　　　　

一、外文原文

标题：

ProductPlacementsinMovies:

ACross-CulturalAnalysisofAustrian,FrenchandAmericanConsumers'AttitudesTowardThisEmerging,InternationalPromotionalMedium.

原文：

Thispaperreportsonacross-culturalstudywhichteststherobustnessoftheapproachdevelopedbyGuptaandGould（1997）concerninguseofproductplacementsinmovies.UsingtheirAmericandataasacomparisonpoint,additionaldatausingthesamequestionnairewerecollectedinAustriaandFrance.Asaninternationalmediuminwhichmoviesfreelycrossborders,productplacementisalsoalessadaptableone,relativetocommercialssinceitremainsinthemovieregardlessofthenationwhereitisshown.Applyingathree-prongedframeworkwhichconsideredcountry,productandindividualdifferencesandtheirinteractiveeffects,theresultsofthisstudyindicatethewaysinwhichallthreehaveanimpactontheacceptabilityofproductplacementsandonpotentialpurchasebehavior.Finally,implicationsformanagingandfurtherresearchingproductplacementsbasedonthisframeworkaredrawn.

Productplacementinthemovies,accordingtoGuptaandGould（1997,p.37）,"involvesincorporatingbrandsinmoviesinreturnformoneyorforsomepromotionalorotherconsideration."Suchplacement（includingthatinothermediasuchastelevision）hasalsobeenviewedasahybridofadvertisingandpublicity（Balasubramanian1994）.Researchhasindicatedtheimportanceofproductplacementasanadditiontothepromotionmixalthoughthereremainsanumberofchallengingissuesconcerningit.Todate,suchresearchhasmainlycenteredonproductplacement'sefficacy（BabinandCarder1995,1996;Gupta,BalasubramanianandKlassen2000;GuptaandLord1998;Karrh1994;OngandMeri1994;VollmersandMizerski1994）andethicalacceptability（GuptaandGould1997;NebenzahlandSecunda1993）.Areviewofthesestudiesindicatesamajorgapintheliterature:

thepreviousstudiesofproductplacementwereconductedintheU.S.,andtherehasbeenlittlefocusonitasaglobalphenomenon.However,thegeneralglobalizationofmarketingcommunications,theinterestinintegratingtheminIntegratedandGloballyIntegratedMarketingCommunicationsprograms（DeLorme1998;GreinandGould1996）,andthefactthatmanymoviesplaytoandoftenareproducedformultinationalaudiencesraisetheissueofhowconsumersinothercountriesperceiveproductplacements.

Consideringproductplacementonacross-nationalorculturalbasisisimportantfromamarketingpointofviewintermsoftheissueofstandardizationversusadaptation.（Itshouldbenotedthatcross-nationalmeansacrossnationswhilecross-culturalmayimplyotherdistinctionsaswell,sinceculturesoftendonotfollownationalboundaries[cf.DawarandParker1994]）.Here,bothtermsmaybeused,butingeneralthestudytobereportedwillbeonacross-nationalbasis.）Whileitisnotverylikelythatamoviewouldhavemultipleinternationalversionsbasedondifferentversionsofproductplacement,amarketercouldnonethelessmakeadecisionastohowagloballymarketedproductwouldplayinallthecountrieswherethemoviemightbedistributed.Fromthispointofview,theproductplacementcampaignisoneofstandardizationbydefault.Still,asKarrh（1998a）pointsout,thereareverylikelytobecross-culturaldifferenceswithrespecttoattitudestowardproductplacementwhichshouldbeconsidered.However,amarketercannotcreatelocalproductplacementsinaglobalmovieaseasilyaslocalcommercials.Thus,althoughmanyAmericanmoviesarewidelyexported,theirproductplacementsusuallyarenotculturallyadapted.Therefore,theresultisgenerallyeitherstandardizationornothing.Reflectingthisconcernandtheinflexibilityofproductplacementsrelativetosomeotherformsofpromotion,thispapertakesafirststepinaddressingtheresearchgapintheinternationalliteraturebyinvestigatingcross-nationalperceptionsoftheefficacyandacceptabilityofproductplacements.ThisstudywillalsoexploretherobustnessoftheGuptaandGould（1997）approachtoproductplacementsinotherenvironments.

ACross-CulturalFramework

Ingeneral,cultureingeneralinformsproductmeaningslargelythroughthepromotionalsystem,andthesemeaningsinturnareengagedandacteduponbytheconsumer（McCracken1986）.Thisapproachmaybeextendedbothcross-culturally（Gould1998）andtoproductplacement（Russell1998）.Theseideassuggestthataproduct'splacementinamoviemayvaryintheeffectsithasindifferentcountries.However,beyondthegeneralideaofculturewhenconsideredincross-nationalorcross-culturaltermsistheissueofculturalversusindividualdifferencesasoutlinedbyDawarandParker（1994）.Advertisersinthisregardmustmakedecisionsaboutsegmentationbaseduponwhethertherearecross-nationaldifferencesand/ortherearewithin-nationdifferenceswhichtranscendnationalboundaries.Forexample,considerwhetherAmericanandFrenchconsumersdifferfromeachotherintheirattitudestowardproductplacementand/orwhethermenandwomeninbothcountriesdifferfromeachotherinsimilarways（e.g.,AmericanscouldhavemorefavorableattitudestowardproductplacementthanFrenchconsumers,whilesimilarpatternsofmale-femaledifferencesalsocoexistforbothnationalities）.Ifattitudestowardproductplacementvarybynationality,thiswouldindicatetheoreticallythatproductmeaningsdifferacrosscountriesandthatthoseusingproductplacementmustemployverydifferentstrategiesthanwheretheattitudesandmeaningsaresimilar.

Ontheotherhand,individualdifferencesbasedonfactorsotherthannationalculturemayalsoplayaroleinconsumerresponsetoproductplacement.InDawarandParker's（1994）terms,thesemayberegardedasnon-culturalvariableswhich,ifimproperlyconsidered,mightbeconfoundedwithculturalvariables.Intheproductplacementarea,GuptaandGould（1997）,forinstance,consideredanumberofvariablesofthistype,includingattitudestowardproductplacement;frequencyofviewingmovies,andgender.Whiletheseindividualvariablesmaycertainlybeinfluencedbyorinteractwithculture,theireffectmayormaynotvaryonacross-nationalorcross-culturalbasis.Thus,aswithotherconsumerphenomena,responsetoproductplacementshouldbeinvestigatedintermsofbothcross-nationalandindividualdifferencevariables.Ifcross-nationaldifferencespredominate,thenthekeysegmentationvariableforproductplacementwouldbecountryorethnicity.Undersuchconditions,standardizationstrategieswouldnotwork.However,ifindividualdifferencespredominate,thenthesevariableswillserveasthekeytargeting-segmentationvariables.Standardizationstrategieswouldbemorefeasibleandtheywouldaimatmulti-local,regionalorevenglobalsegments.Ifbothtypesofvariables（i.e.,cross-nationalandindividualdifferences）arefoundtohaveaneffectonresponsetoproductplacementorifaninteractionbetweenthesetypesexists,thenmorecomplex,adaptationalstrategieswouldberequired.AllthesepossibleeffectswillalsoreflectontherobustnessoftheGuptaandGould（1997）approachintermsofvariablesappliedandlinked.

Astillmoreintricateperspectiveblendsinproducteffects.Wang（1996）providesacontingencyapproachforglobalstrategydevelopmentwhichconcernsthreevariables:

country,productandconsumersegment（individualdifferences）.Wang'sapproachsuggeststhatvariousinteractionsbetweenanyorallofthesethreewouldinvolveamodificationofstandardizationstrategies.Forinstance,aproductwithconsumersegmentinteractionwouldmeanthatdifferentstrategiesmustbedevelopedforeachsegment,andthatproductsmayappealtocertainsegmentsacrosscountries,butnotothers.Acountrywithconsumersegmentinteraction,ontheotherhand,indicatesthataparticularproductappealstomanysegmentsbutthatresponsepatternsvarywithinthem（e.g.,heavyusersresponddifferentlyacrosscountries）.Aproductwithcountryinteractionsuggeststhatwithincountrydifferencesarenotamajorfactorwhilecross-countrydifferencesare.Athree-wayinteractionwouldleadtotheformationofnichestrategies.

Onthebasisoftheforegoing,therearethreegeneralhypotheseswhichmaybeusedtoconstructaframeworkforproductplacementeffects:

thecross-nationaldifferencehypothesis,theproductdifferencehypothesis,andtheindividualdifferencehypothesis.Here,theproductdifferencehypothesisisexaminedbothintermsofwithin-categoryandbranddifferences（e.g.,withinthecameracategory）andbetweenproductcategorydifferences（e.g.,cameraversusalcohol）.Iftherearenocross-nationaldifferences,productand/orindividualdifferences,suchasthosefoundbyGuptaandGould（1997）intheU.S.,shouldbesimilaracrosscountries.However,iftherearecross-countrydifferences（e.g.,thecross-nationaldifferencehypothesis）,thenitisverylikelythatsomeinteractionswillbefound.

ProductPlacementsinMovies

Inconsideringhowproductplacementsfunction,DeLormeandcolleagues（DeLorme,ReidandZimmer1994;DeLormeandReid1999）foundthatconsumersconnectedtheworldofthefilm,includingproductplacements,withtheirsocialworld,aswellasconsumption-specificaspectsoftheirowneverydaylife.Russell（1998）theorizesthattransformationalandaffecttransferprocessesareatworkintheestablishmentoflinkagesbetweenamovieortelevisionshowandtheproductplaced.Thesefindingsoflinkagescouldbeimportantforbuyingbehaviorsincethedecisiontopurchaseaproduct