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

1、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：Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers Attitudes Toward This Emerging, International Promotional Medium. 原文：This paper reports on a cross-cultural study which tests

2、the robustness of the approach developed by Gupta and Gould (1997) concerning use of product placements in movies. Using their American data as a comparison point, additional data using the same questionnaire were collected in Austria and France. As an international medium in which movies freely cro

3、ss borders, product placement is also a less adaptable one, relative to commercials since it remains in the movie regardless of the nation where it is shown. Applying a three-pronged framework which considered country, product and individual differences and their interactive effects, the results of

4、this study indicate the ways in which all three have an impact on the acceptability of product placements and on potential purchase behavior. Finally, implications for managing and further researching product placements based on this framework are drawn. Product placement in the movies, according to

5、 Gupta and Gould (1997, p. 37), involves incorporating brands in movies in return for money or for some promotional or other consideration. Such placement (including that in other media such as television) has also been viewed as a hybrid of advertising and publicity (Balasubramanian 1994). Research

6、 has indicated the importance of product placement as an addition to the promotion mix although there remains a number of challenging issues concerning it. To date, such research has mainly centered on product placements efficacy (Babin and Carder 1995, 1996; Gupta, Balasubramanian and Klassen 2000;

7、 Gupta and Lord 1998; Karrh 1994; Ong and Meri 1994; Vollmers and Mizerski 1994) and ethical acceptability (Gupta and Gould 1997; Nebenzahl and Secunda 1993). A review of these studies indicates a major gap in the literature: the previous studies of product placement were conducted in the U.S., and

8、there has been little focus on it as a global phenomenon. However, the general globalization of marketing communications, the interest in integrating them in Integrated and Globally Integrated Marketing Communications programs (DeLorme 1998; Grein and Gould 1996), and the fact that many movies play

9、to and often are produced for multinational audiences raise the issue of how consumers in other countries perceive product placements. Considering product placement on a cross-national or cultural basis is important from a marketing point of view in terms of the issue of standardization versus adapt

10、ation. (It should be noted that cross-national means across nations while cross-cultural may imply other distinctions as well, since cultures often do not follow national boundaries cf. Dawar and Parker 1994). Here, both terms may be used, but in general the study to be reported will be on a cross-n

11、ational basis.) While it is not very likely that a movie would have multiple international versions based on different versions of product placement, a marketer could nonetheless make a decision as to how a globally marketed product would play in all the countries where the movie might be distribute

12、d. From this point of view, the product placement campaign is one of standardization by default. Still, as Karrh (1998a) points out, there are very likely to be cross-cultural differences with respect to attitudes toward product placement which should be considered. However, a marketer cannot create

13、 local product placements in a global movie as easily as local commercials. Thus, although many American movies are widely exported, their product placements usually are not culturally adapted. Therefore, the result is generally either standardization or nothing. Reflecting this concern and the infl

14、exibility of product placements relative to some other forms of promotion, this paper takes a first step in addressing the research gap in the international literature by investigating cross-national perceptions of the efficacy and acceptability of product placements. This study will also explore th

15、e robustness of the Gupta and Gould (1997) approach to product placements in other environments. A Cross-Cultural Framework In general, culture in general informs product meanings largely through the promotional system, and these meanings in turn are engaged and acted upon by the consumer (McCracken

16、 1986). This approach may be extended both cross-culturally (Gould 1998) and to product placement (Russell 1998). These ideas suggest that a products placement in a movie may vary in the effects it has in different countries. However, beyond the general idea of culture when considered in cross-natio

17、nal or cross-cultural terms is the issue of cultural versus individual differences as outlined by Dawar and Parker (1994). Advertisers in this regard must make decisions about segmentation based upon whether there are cross-national differences and/or there are within-nation differences which transc

18、end national boundaries. For example, consider whether American and French consumers differ from each other in their attitudes toward product placement and/or whether men and women in both countries differ from each other in similar ways (e.g., Americans could have more favorable attitudes toward pr

19、oduct placement than French consumers, while similar patterns of male-female differences also coexist for both nationalities). If attitudes toward product placement vary by nationality, this would indicate theoretically that product meanings differ across countries and that those using product place

20、ment must employ very different strategies than where the attitudes and meanings are similar. On the other hand, individual differences based on factors other than national culture may also play a role in consumer response to product placement. In Dawar and Parkers (1994) terms, these may be regarde

21、d as non-cultural variables which, if improperly considered, might be confounded with cultural variables. In the product placement area, Gupta and Gould (1997), for instance, considered a number of variables of this type, including attitudes toward product placement; frequency of viewing movies, and

22、 gender. While these individual variables may certainly be influenced by or interact with culture, their effect may or may not vary on a cross-national or cross-cultural basis. Thus, as with other consumer phenomena, response to product placement should be investigated in terms of both cross-nationa

23、l and individual difference variables. If cross-national differences predominate, then the key segmentation variable for product placement would be country or ethnicity. Under such conditions, standardization strategies would not work. However, if individual differences predominate, then these varia

24、bles will serve as the key targeting-segmentation variables. Standardization strategies would be more feasible and they would aim at multi-local, regional or even global segments. If both types of variables (i.e., cross-national and individual differences) are found to have an effect on response to

25、product placement or if an interaction between these types exists, then more complex, adaptational strategies would be required. All these possible effects will also reflect on the robustness of the Gupta and Gould (1997) approach in terms of variables applied and linked. A still more intricate pers

26、pective blends in product effects. Wang (1996) provides a contingency approach for global strategy development which concerns three variables: country, product and consumer segment (individual differences). Wangs approach suggests that various interactions between any or all of these three would inv

27、olve a modification of standardization strategies. For instance, a product with consumer segment interaction would mean that different strategies must be developed for each segment, and that products may appeal to certain segments across countries, but not others. A country with consumer segment int

28、eraction, on the other hand, indicates that a particular product appeals to many segments but that response patterns vary within them (e.g., heavy users respond differently across countries). A product with country interaction suggests that within country differences are not a major factor while cro

29、ss-country differences are. A three-way interaction would lead to the formation of niche strategies. On the basis of the foregoing, there are three general hypotheses which may be used to construct a framework for product placement effects: the cross-national difference hypothesis, the product diffe

30、rence hypothesis, and the individual difference hypothesis. Here, the product difference hypothesis is examined both in terms of within-category and brand differences (e.g., within the camera category) and between product category differences (e.g., camera versus alcohol). If there are no cross-nati

31、onal differences, product and/or individual differences, such as those found by Gupta and Gould (1997) in the U.S., should be similar across countries. However, if there are cross-country differences (e.g., the cross-national difference hypothesis), then it is very likely that some interactions will

32、 be found. Product Placements in Movies In considering how product placements function, De Lorme and colleagues (De Lorme, Reid and Zimmer 1994; De Lorme and Reid 1999) found that consumers connected the world of the film, including product placements, with their social world, as well as consumption

33、-specific aspects of their own everyday life. Russell (1998) theorizes that transformational and affect transfer processes are at work in the establishment of linkages between a movie or television show and the product placed. These findings of linkages could be important for buying behavior since the decision to purchase a product