电影中的植入式广告对介入观点的一个初步测试外文翻译.docx

电影中的植入式广告对介入观点的一个初步测试外文翻译.docx

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电影中的植入式广告对介入观点的一个初步测试外文翻译

标题：

ProductPlacementInMovies:

APreliminaryTestOfAnArgumentForInvolvement

原文：

Amodelisproposedtobegintoexplaintherolethatviewerinvolvementwithamoviescenefeatureaproductplacementhasontheimpactofproductplacements.Thisstudyisapreliminarytestofthedifferencesinbrandrecognitionandrecallforproductsineitherhighorlowinvolvementmoviescenes.Theexperimenttestsfourexistingmotionpictureswithproductplacementsandshowsapattern（albeitstatisticallyinsignificant）ofenhancedcognitiveeffects（recallandrecognition）inmoreinvolvingmoviescenes.Implicationsareprovidedforfutureresearchtofurthertesttheproposedmodel.

Introduction

MarketerstodayarespendingmillionsofdollarsforproductplacementsinmotionpicturesafterthetremendoussuccesslinkedtothedroppingofReese'sPiecescandiestoleadanalienoutofthewoodsinthemovieET:

TheExtra-Terrestrial.Moreandmorecompaniestrytofindmorecreativeandunclutteredwaystoexposeconsumerstoproducts.Productplacementsrangefromsubtlebackgroundappearancestothedominantrole（10.5minutesoftotalexposuretime）ofaWilsonvolleyballwashedashoreinaFederalExpresspackageafteraplanecrashleavesactorTomHanksastheonlysurvivoronadesertedislandinthemovieCastAway（MaynardandScala,2002）.Previousresearchhaslookedatmoviegoersopinionsaboutproductplacement（GuptaandGould1997;DeLormeandReid1999）,theethicalnatureofusingmoviesforproductpitches（Gupta,etal2000）,thefrequencyandtypeofbrandexposureinmovies（Karrh,1994）andtheeffectsonviewersofdifferenttypesofexposures（d'AstousandChartier2000;GuptaandLord1998;BrennanandBabin2004;Sabherwal,PokrywczynskiandGriffin1994）.Thislatterresearchonplacementeffectivenessisthefocusofthecurrentresearch.

Theprimaryobjectiveofthisresearchistobegintoexaminethedifferentialimpactofproductplacementsinmoviesdependingonthecontextinwhichtheplacementisseen.Multiplemovieproductplacementsaretested,adistinctionfromearlierresearch.Sincepreviousresearchhasshownthatproductplacementsincludingbothvisualandverbaldisplaysoftheproducthavethemostimpactonrecallandbrandattitudes,followedbyverbalonlyandfinallyvisualonlyappearances,there'sreasontobelieveothervariablesrelatedtoinformationprocessingmayalsoaffectimpact.Thevariableoffocushereisviewerinvolvementwiththescenefeaturingtheplacement.Abroaderimplicationofthefindingsofthisstudymaybetobetterunderstandtherolecontextplaysinalltypesofcommunicationforms:

letters,speeches,phonecallsorface-to-face.

LiteratureReview

Althoughdefinitionsofproductplacementdifferslightlyacrosstheliterature,agenerallyacceptedonefromKarrh（1994）says:

"apaidinclusionofbrandedproductsorbrandidentifiers,throughaudioand/orvisualmeanswithinmassmediaprogramming,"ismostcomprehensiveandisusedforthisstudy.

Researchhasgenerallyfoundproductplacementstobeacceptabletoviewers.Placementsareseenasaddingrealismtoscene,arepreferredtofictitiousbrandsandareunderstoodtobemoreandmoreanecessarycomponenttocostcontainmentinthemakingofprogramsandmovies.（DeLormeandReid1999;GuptaandGould1997）

Productplacementeffectsonviewershavebeenexaminedmostlywithafocusonbrandrecallandrecognition.Karrh（1994）foundthatviewerscouldcorrectlyrecognizeandrecallplacedbrandsinmovies,usingaidedrecallmeasures.GuptaandLord（1998）showedbrandsplacedprominentlyinamoviesceneenjoyedhigherbrandrecallthanthosethatwerenot.Placementsthatcombinedverbalandvisualbrandreferenceswerebetterrecalledthanplacementsthatenjoyedoneortheotherinmoviescenes.（Sabherwal,etal,1994）Althoughmostofthesestudiesestablishacognitiveeffectofmovieproductplacements,brandrecallisoftennohigherthan30percentandmoststudiesmakenocomparisonsamongmovies,choosingtotestjustonemovieandmanipulatingothervariablesrelatedtotheplacement.

Fewstudiesexamineproductplacementinfluencesonattitudestowardaproductorbrand.Whentheydo,（e.g.,Karrh1994）,nodifferencesarefoundinviewers'attitudestowardthebrand.Doesthismeanproductplacementsareincapableofinfluencingbrandattitudes?

Oristhemeasurementofattitudinaleffectstoblame?

Maybeit'sthetestingconditionsusedinthesestudies?

Somequestionifproductplacementsaretoosubtletohaveanyeffectonconsumers（AndriasovaandWagner2004）.Thisstudyfocusedonproductrelatedstrengthsofassociationwiththecharactersinvolvedinusingtheproductonscreen.Ratherthanenhancingbrandattitudesorbrandawarenessdirectly,aproductplacedinwaysthatviewersperceivefitwiththecharacterusingthemwillgainanenhancedassociationeverytimeconsumersthinkofthatcharacter.Inaddition,AndriasovaandWagner（2004）foundalinkbetweenviewerinvolvementintheprogramandproductrelatedassociations.Unfortunately,onlyoneproduct-characterassociationwastestedinthisstudy,providingnocomparisondataasopposedtothatprovidedbythepresentstudy.

Sixvariablesofproductplacementhavebeenidentifiedasplayingaroleinthepotentialimpactforsponsors（FisherandWagner2004）,andthreeofthosearerepresentedbytheconceptofinvolvement.Contentcharacteristics,whichincludemoviegenreandmoodofthesceneareimportantinproductplacementdecisionsandcontributetoviewers'involvementwiththemovie.Suspensethrillersandactionadventures,whichtendtoengageviewersbothcognitivelyandemotionally,haveconsistentlybeenclassifiedashighinvolvementcontent（e.g.,Kennedy1971;ParkandMcClung1986）whilecomediesandmusicalsareidentifiedaslessinvolving（e.g.,BryantandComisky1978）.

Charactersareasecondcomponentimportanttoproductplacementaswellasviewerinvolvement.Associationwithpopularactors,suchasTomCruisewearingRayBansunglassesinRiskyBusiness,makesaproductmoreattractiveandmoviesmoreengagingformanyviewers.Ofcoursetherolethecharacterplaysinthemovieandthesubsequentroletheproductgetsalsohaveaninfluenceonproductplacementeffectivenessandviewerinvolvement.Forexample,inItalianJob,theminiCooperautoisacharacteritselfasitshowsupinnumerousscenesthroughoutthemovieandprovidesthenimblehandlingtoallowthemaincharacterstosafelynavigatethroughnumerousdangers.

Finallyprocessingopportunities,suchashowprominenttheproductisdepictedintheplacement,whethershownvisuallyormentionedorboth,alongwiththerelevanceoftheproducttothescene,impactplacementoutcomes.Russell（2002）calledthem"plotconnections"and"modality,"andinanexperimenttestedthemainandinteractiveeffectsmeasuringbothbrandrecognitionandattitudechange.Shefoundgreaterbrandrecognitionforvisuallydominantplacements,butgreaterattitudechangeinbackgroundvisualproductplacements.Involvementwasnotconsideredinthisstudy.

Theory

Thispresentstudyfocusesonthevariableofviewerinvolvementwithdifferentscenesinthemovieandtheaccompanyingeffectsithasonconsumerreactionstoproductplacementsinhighversuslowinvolvementscenes.Althoughviewerinvolvementhasnotbeenwidelyappliedtocinema,ithasreceivedattentionwhenappliedtotelevision.Thefocusinthisresearchhasbeenhowviewerinvolvementwithprogramsaffectstheadvertisingplacedduringtheairingofsuchprograms.（Kennedy1971;BryantandComisky1978;LloydandClancy1991;ParkandMcClung1986）.Mostofthestudiesthattestedadvertisingrecallinhighandlowinvolvementprogramshavegenerallyfoundacontrastingeffectbetweeninvolvementandadeffectiveness.Kennedy（1971）testedthesameadinasuspensethriller（highinvolving）andasituationcomedy（lowinvolving）andconcludedthepooreradrecallduringthesuspensethrillerwascausedbyviewers'annoyanceattheinterruptionsintheirdriveforstorylineclosure.LloydandClancy（1991）testedadrecallinawaitingroomshowingtwodifferentprogramsandalsofailedtofindhighlyinvolvingprogramslinkedtobetteradperformance.SimilarresultswerefoundbyBryantandComisky（1978）,althoughtheysuggestthattheincreasedenjoymentexperiencedbyhighlyinvolvingprogramsmayruboffoncommercialsandattitudestowardthebrandsfeaturedinthem.

ParkandMcClung（1986）measuredcommercialinvolvementratherthanrecallorbrandattitudesandalsodistinguishedbetweencognitiveandaffectiveprograminvolvement.Theirresultsmirroredthecontrasteffectsfoundinthestudiesdescribedaboveforcognitivelyinvolvingprograms,butenhancedadinvolvementwasfoundforaffectivelyinvolvingprogramming.Thissuggeststhatlookingatmultipledimensionsofviewerinvolvementisimportant.

Cho（2003）testedtheeffectsofdifferentlevelsofproductinvolvementintheactofclickingInternetbannerads.AlthoughChofoundbanneradsweremorelikelytobeaccessedformoreinvolvingproducts,whenperipheralcues,suchasadsizeandanimation,wereconsidered,therelationshipbetweeninvolvementandclickingbecameunclear.Anotherbyproductofthisstudywasanattempttomodeltheroleofinvolvementandcentral/peripheralprocessinginmitigatingInternetsurfingbehavior.Thismodelwasadaptedtoapplytomovieproductplacementforthepresentstudy.

Itisimportanttonotethatthecontrasteffectgenerallyfoundbetweentelevisionprograminvolvementandadperformancemaynotbeapplicabletoproductplacementinmovies.Televisioncommercialsareclear