外文翻譯---軟廣告的效果：觀眾的新見解（節(jié)選）

1、中文 中文 5985 字3600 單詞 單詞外文文獻(xiàn) 外文文獻(xiàn)Effectiveness of brand placement: New insights about viewersJean-Marc Lehu, Etienne BressoudJournal of Business Research 61 (2008) 1083–1090AbstractSince traditional media have become satur

2、ated, the technique of product placement has been attracting growing interest. This research explores new insights concerning viewers' reactions during a second viewing of a movie. A sample of 3532 French viewers of

3、 DVDs has been used to link the way the movie was chosen, viewed and appreciated (or not) with a spontaneous brand placement recall, the day after the film was watched at home. Results make a contribution to adding to ac

4、ademic knowledge of the topic. A first viewing of the movie at the cinema improves brand placement recall, as does watching the movie at home on a large home cinema screen. Such an improvement also occurs when a DVD mov

5、ie is chosen either because of the movie director or when the viewer likes the movie. Keywords: Consumer; Product placement; Brand placement; Movie; Branded-entertainment; Spontaneous day-after recall 1. IntroductionProd

6、uct placements (a product and/or a brand intentionally placed in a cultural medium) are mushrooming in movies nowadays. Those products are part of a so- called product placement deal. Product placement in movies has bec

7、ome a communication technique which is used more than ever by advertisers (Karrh et al., 2003; PQ Media, 2007). A recent Association of National Advertisers (ANA) survey indicates that 63% of the American advertisers w

8、ho responded already integrated product placement actions in their communication plan, 52% specifying that financing for those actions had been transferred from their TV advertising budget (Consoli, 2005). A great deal

9、of research is already devoted to product placement in all its forms (Nelson, 2002; La Ferle and Edwards, 2006; Gupta and Gould, 2007) and more specifically to product placement in movies (Karrh, 1998).2. Brand placeme

10、nt in moviesResearch into product placement usually focuses on effectiveness or spectators' acceptance of this hybrid technique. Nevertheless, most research in this field explains and gauges effectiveness by the way

11、 the placement is made, meaning that most of the results show how the characteristics of the brand placement affect its effectiveness (effects from the placement). Balasubramanian et al. (2006) identify several measures

12、 of effectiveness: brand typicality/incidence, placement recognition, brand salience, placement recall, brand portrayal rating, identification with brand/imitation, brand attitude, purchase intention, brand choice, and

13、brand usage behavior. Three placement modalities are usually distinguished: prominence, audiovisual and plot insertion. Prominent placements occur when the product is made highly visible by the virtue of the size and/o

14、r position on the screen or its centrality to the action in the scene (Gupta and Lord, 1998). The audiovisual characteristic refers to the appearance of the brand on the screen and/or to the brand being mentioned in a d

15、ialogue (Russell, 2002). Finally, plot insertion refers to the degree to which the brand is integrated into the story itself (Russell, 1998). Such research contributes to a better understanding of product placement effe

16、ctiveness (Vollmers and Mizerski, 1994; Russell, 2002; Karrh et al., 2003; Bressoud and Lehu, 2007b), and more specifically brand communication effectiveness. Several researchers have worked on placement effectiveness,

17、and still do, either in movie theatres (Ong and Meri, 1994) or in TV program, including series (Stern and Russell, 2004). However, even if they recognized that a movie placement has a first life in theatres and a second

18、life in the home (Vollmers and Mizerski 1994), little research has focused on this topic (Brée, 1996). Research into product placement concentrates on placement conditions which can be partly controlled by the adve

19、rtiser.2.3. Research objectiveBecause the link between a spectator's conditions of exposure and brand placement effectiveness cannot be controlled, less research focuses on this relationship. But a spectator's

20、attitude influences such effectiveness (Johnstone and Dodd, 2000; Fontaine, 2002), and the advertiser could have chosen the movie on the basis of the attitude the story was supposed to generate. This primary analysis le

21、ads us to one goal: exploring the influence of the spectator's attitude on the effectiveness of a second life brand placement in a film on DVD watched in the home. This goal is achieved by explaining the effectiven