電影中的植入式廣告奧地利、法國、美國消費者對這種新興的，國際宣傳媒介態(tài)度的跨文化分析【外文翻譯】

1、畢業(yè)論畢業(yè)論文（文（設計設計）外文翻）外文翻譯題目：企業(yè)植入式廣告的運用研究一、外文原文標題：ProductPlacementsinMovies:ACrossCulturalAnalysisofAustrianFrenchAmericanConsumersAttitudesTowardThisEmergingInternationalPromotionalMedium.原文：Thispaperreptsonacrossculturals

2、tudywhichteststherobustnessoftheapproachdevelopedbyGuptaGould(1997)concerninguseofproductplacementsinmovies.UsingtheirAmericandataasacomparisonpointadditionaldatausingthesamequestionnairewerecollectedinAustriaFrance.Asan

3、internationalmediuminwhichmoviesfreelycrossbdersproductplacementisalsoalessadaptableonerelativetocommercialssinceitremainsinthemovieregardlessofthenationwhereitisshown.Applyingathreeprongedframewkwhichconsideredcountrypr

4、oductindividualdifferencestheirinteractiveeffectstheresultsofthisstudyindicatethewaysinwhichallthreehaveanimpactontheacceptabilityofproductplacementsonpotentialpurchasebehavi.Finallyimplicationsfmanagingfurtherresearchin

5、gproductplacementsbasedonthisframewkaredrawn.ProductplacementinthemoviesaccdingtoGuptaGould(1997p.37)“involvesincpatingbrsinmoviesinreturnfmoneyfsomepromotionalotherconsideration.“Suchplacement(includingthatinothermedias

6、uchastelevision)hasalsobeenviewedasahybridofadvertisingpublicity(Balasubramanian1994).Researchhasindicatedtheimptanceofproductplacementasanadditiontothepromotionmixalthoughthereremainsanumberofchallengingissuesconcerning

7、it.Todatesuchresearchhasmainlycenteredonproductplacementsefficacy(BabinCarder19951996GuptaBalasubramanianacceptabilityofproductplacements.ThisstudywillalsoexpletherobustnessoftheGuptaGould(1997)approachtoproductplacement

8、sinotherenvironments.ACrossCulturalFramewkIngeneralcultureingeneralinfmsproductmeaningslargelythroughthepromotionalsystemthesemeaningsinturnareengagedacteduponbytheconsumer(McCracken1986).Thisapproachmaybeextendedbothcro

9、ssculturally(Gould1998)toproductplacement(Russell1998).Theseideassuggestthataproductsplacementinamoviemayvaryintheeffectsithasindifferentcountries.Howeverbeyondthegeneralideaofculturewhenconsideredincrossnationalcrosscul

10、turaltermsistheissueofculturalversusindividualdifferencesasoutlinedbyDawarParker(1994).Advertisersinthisregardmustmakedecisionsaboutsegmentationbaseduponwhethertherearecrossnationaldifferencestherearewithinnationdifferen

11、ceswhichtranscendnationalboundaries.FexampleconsiderwhetherAmericanFrenchconsumersdifferfromeachotherintheirattitudestowardproductplacementwhethermenwomeninbothcountriesdifferfromeachotherinsimilarways(e.g.Americanscould

12、havemefavableattitudestowardproductplacementthanFrenchconsumerswhilesimilarpatternsofmalefemaledifferencesalsocoexistfbothnationalities).Ifattitudestowardproductplacementvarybynationalitythiswouldindicatetheeticallythatp

13、roductmeaningsdifferacrosscountriesthatthoseusingproductplacementmustemployverydifferentstrategiesthanwheretheattitudesmeaningsaresimilar.Ontheotherhindividualdifferencesbasedonfactsotherthannationalculturemayalsoplayaro

14、leinconsumerresponsetoproductplacement.InDawarParkers(1994)termsthesemayberegardedasnonculturalvariableswhichifimproperlyconsideredmightbeconfoundedwithculturalvariables.IntheproductplacementareaGuptaGould(1997)finstance