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】.doc

1、标题：Product Placement In Movies: A Preliminary Test Of An Argument For Involvement原文：A model is proposed to begin to explain the role that viewer involvement with a movie scene feature a product placement has on the impact of product placements. This study is a preliminary test of the differences in

2、brand recognition and recall for products in either high or low involvement movie scenes. The experiment tests four existing motion pictures with product placements and shows a pattern (albeit statistically insignificant) of enhanced cognitive effects (recall and recognition) in more involving movie

3、 scenes. Implications are provided for future research to further test the proposed model.IntroductionMarketers today are spending millions of dollars for product placements in motion pictures after the tremendous success linked to the dropping of Reeses Pieces candies to lead an alien out of the wo

4、ods in the movie ET: The Extra-Terrestrial. More and more companies try to find more creative and uncluttered ways to expose consumers to products. Product placements range from subtle background appearances to the dominant role (10.5 minutes of total exposure time) of a Wilson volleyball washed ash

5、ore in a Federal Express package after a plane crash leaves actor Tom Hanks as the only survivor on a deserted island in the movie Cast Away (Maynard and Scala, 2002). Previous research has looked at moviegoers opinions about product placement (Gupta and Gould 1997; DeLorme and Reid 1999), the ethic

6、al nature of using movies for product pitches (Gupta, et al 2000), the frequency and type of brand exposure in movies (Karrh, 1994) and the effects on viewers of different types of exposures (dAstous and Chartier 2000; Gupta and Lord 1998; Brennan and Babin 2004; Sabherwal, Pokrywczynski and Griffin

7、 1994). This latter research on placement effectiveness is the focus of the current research.The primary objective of this research is to begin to examine the differential impact of product placements in movies depending on the context in which the placement is seen. Multiple movie product placement

8、s are tested, a distinction from earlier research. Since previous research has shown that product placements including both visual and verbal displays of the product have the most impact on recall and brand attitudes, followed by verbal only and finally visual only appearances, theres reason to beli

9、eve other variables related to information processing may also affect impact. The variable of focus here is viewer involvement with the scene featuring the placement. A broader implication of the findings of this study may be to better understand the role context plays in all types of communication

10、forms: letters, speeches, phone calls or face-to-face.Literature ReviewAlthough definitions of product placement differ slightly across the literature, a generally accepted one from Karrh (1994) says: a paid inclusion of branded products or brand identifiers, through audio and/or visual means within

11、 mass media programming, is most comprehensive and is used for this study.Research has generally found product placements to be acceptable to viewers. Placements are seen as adding realism to scene, are preferred to fictitious brands and are understood to be more and more a necessary component to co

12、st containment in the making of programs and movies. (DeLorme and Reid 1999; Gupta and Gould 1997)Product placement effects on viewers have been examined mostly with a focus on brand recall and recognition. Karrh (1994) found that viewers could correctly recognize and recall placed brands in movies,

13、 using aided recall measures. Gupta and Lord (1998) showed brands placed prominently in a movie scene enjoyed higher brand recall than those that were not. Placements that combined verbal and visual brand references were better recalled than placements that enjoyed one or the other in movie scenes.

14、(Sabherwal, et al, 1994) Although most of these studies establish a cognitive effect of movie product placements, brand recall is often no higher than 30 percent and most studies make no comparisons among movies, choosing to test just one movie and manipulating other variables related to the placeme

15、nt.Few studies examine product placement influences on attitudes toward a product or brand. When they do, (e.g., Karrh 1994), no differences are found in viewers attitudes toward the brand. Does this mean product placements are incapable of influencing brand attitudes? Or is the measurement of attit

16、udinal effects to blame? Maybe its the testing conditions used in these studies?Some question if product placements are too subtle to have any effect on consumers (Andriasova and Wagner 2004). This study focused on product related strengths of association with the characters involved in using the pr

17、oduct on screen. Rather than enhancing brand attitudes or brand awareness directly, a product placed in ways that viewers perceive fit with the character using them will gain an enhanced association every time consumers think of that character. In addition, Andriasova and Wagner (2004) found a link

18、between viewer involvement in the program and product related associations. Unfortunately, only one product-character association was tested in this study, providing no comparison data as opposed to that provided by the present study.Six variables of product placement have been identified as playing

19、 a role in the potential impact for sponsors (Fisher and Wagner 2004), and three of those are represented by the concept of involvement. Content characteristics, which include movie genre and mood of the scene are important in product placement decisions and contribute to viewers involvement with th

20、e movie. Suspense thrillers and action adventures, which tend to engage viewers both cognitively and emotionally, have consistently been classified as high involvement content (e.g., Kennedy 1971; Park and McClung 1986) while comedies and musicals are identified as less involving (e.g., Bryant and C

21、omisky 1978).Characters are a second component important to product placement as well as viewer involvement. Association with popular actors, such as Tom Cruise wearing Ray Ban sunglasses in Risky Business, makes a product more attractive and movies more engaging for many viewers. Of course the role

22、 the character plays in the movie and the subsequent role the product gets also have an influence on product placement effectiveness and viewer involvement. For example, in Italian Job, the mini Cooper auto is a character itself as it shows up in numerous scenes throughout the movie and provides the

23、 nimble handling to allow the main characters to safely navigate through numerous dangers.Finally processing opportunities, such as how prominent the product is depicted in the placement, whether shown visually or mentioned or both, along with the relevance of the product to the scene, impact placem

24、ent outcomes. Russell (2002) called them plot connections and modality, and in an experiment tested the main and interactive effects measuring both brand recognition and attitude change. She found greater brand recognition for visually dominant placements, but greater attitude change in background v

25、isual product placements. Involvement was not considered in this study.TheoryThis present study focuses on the variable of viewer involvement with different scenes in the movie and the accompanying effects it has on consumer reactions to product placements in high versus low involvement scenes. Alth

26、ough viewer involvement has not been widely applied to cinema, it has received attention when applied to television. The focus in this research has been how viewer involvement with programs affects the advertising placed during the airing of such programs. (Kennedy 1971 ; Bryant and Comisky 1978; Ll

27、oyd and Clancy 1991; Park and McClung 1986). Most of the studies that tested advertising recall in high and low involvement programs have generally found a contrasting effect between involvement and ad effectiveness. Kennedy (1971) tested the same ad in a suspense thriller (high involving) and a sit

28、uation comedy (low involving) and concluded the poorer ad recall during the suspense thriller was caused by viewers annoyance at the interruptions in their drive for story line closure. Lloyd and Clancy (1991) tested ad recall in a waiting room showing two different programs and also failed to find

29、highly involving programs linked to better ad performance. Similar results were found by Bryant and Comisky (1978), although they suggest that the increased enjoyment experienced by highly involving programs may rub off on commercials and attitudes toward the brands featured in them.Park and McClung

30、 (1986) measured commercial involvement rather than recall or brand attitudes and also distinguished between cognitive and affective program involvement. Their results mirrored the contrast effects found in the studies described above for cognitively involving programs, but enhanced ad involvement w

31、as found for affectively involving programming. This suggests that looking at multiple dimensions of viewer involvement is important.Cho (2003) tested the effects of different levels of product involvement in the act of clicking Internet banner ads. Although Cho found banner ads were more likely to

32、be accessed for more involving products, when peripheral cues, such as ad size and animation, were considered, the relationship between involvement and clicking became unclear. Another byproduct of this study was an attempt to model the role of involvement and central/peripheral processing in mitiga

33、ting Internet surfing behavior. This model was adapted to apply to movie product placement for the present study.It is important to note that the contrast effect generally found between television program involvement and ad performance may not be applicable to product placement in movies. Television

34、 commercials are clearly a distinct message form compared to television programs, introducing the effects of interruptions, drive for closure and other effects not part of the movie product placement experience. Given the generally accepted notion of limited capacity of the human information process

35、ing system (Petty and Cacioppo 1983), combining television program processing and commercials together may overload the system, providing a conceptual explanation for the empirical findings of most television viewing involvement research.However, in most movie product placement situations, the produ

36、cts are seamlessly merged into the message being delivered by the movie. Processing product placements becomes part of processing the movie content. Hence, Petty and Cacioppos well established Elaboration Likelihood Model (1983) on information processing would suggest that products placed in more hi

37、ghly involving scenes should produce more elaborate cognitive processing, increasing the chances that brand awareness and knowledge would be processed compared to products in less involving scenes.In turn, more highly involving scenes/placements are predicted to lead to different attitude outcomes,

38、with more enduring brand attitudes occurring in high involvement conditions than in lower involvement ones. Although brands can still be enhanced in low involvement conditions because processing is still occurring, albeit a peripheral type, the effect is more likely to be short term. The length of t

39、his enhancement could be as short as the end of the movie, or as long as the next purchase decision. However, length of term is beyond the scope of this model.Given this study is a preliminary step in the process of understanding movie viewing involvement and its effects on product placement impact,

40、 the following hypotheses were posited:H1: Viewers experiencing high involvement movie scenes are more likely to recall a prominent, on-set product placed in a movie scene than viewers of less involving movie scenes.H2: Viewers experiencing high involvement movie scenes are more likely to recall a g

41、reater number of product placements in a movie scene than viewers of less involving movie scenes. The number of brands exposed to the viewer must be accounted for in this assessment.Conclusions & DiscussionThe results of this research show that viewers involvement can vary with different movies and

42、by type of involvement considered. On two of three involvement measures a movie (Castaway) predicted to be more involving and one less involving (Youve Got Mail) to viewers indeed delivered. The Castaway segment depicted a character desperate to survive and had gripping scenes as the character exper

43、ienced successes and failures in finding food and other necessities to survive. On the other extreme, Youve Got Mail was a light hearted, uneventful segment sprinkled with comedy that was setting the scene for later encounters that would prove challenging for the two leading characters. The two othe

44、r films tested showed tendencies to be classified as predicted. Coincidentally, both conditions had sample sizes of 20 or less, which may have contributed to the lack of variation necessary to sort these movies statistically.The reverse prediction (albeit insignificant) for affective involvement vie

45、wing measures shows the importance of assessing multiple dimensions of the involvement construct. Involvement is a complex construct, one that research has yet to produce a clear understanding of. However, just because it is a complex construct doesnt mean researchers should shy away from its invest

46、igation. Its application to movie viewing and its impact on product placement effects is hinted at with the results of this study, although still not clear.出处：Pokrywczynski, James Product Placement In Movies: A Preliminary Test Of An Argument For Involvement J American Academy of Advertising. Confer

47、ence . Proceedings 2005(01)，pp.37-53 标题：电影中的植入式广告：对介入观点的一个初步测试译文：有模型解释观众介入电影场景的植入特点对植入式广告有影响。本文是关于在高或低介入电影场景中产品品牌知名度、回忆的差异的一个初步测试。这个实验测试四部现有的植入式广告电影，展示一个增强涉及电影场景的认知效果（回忆与识别）的模式（虽然几乎没有）。为被提出模型的进一步测试的未来研究提供了启示。简介现在，市场营销者为电影中的植入式广告花费上百万美元，在联系到电影外星人中瑞斯投放糖果带领一个外星人走出森林取得巨大成功后。越来越多的公司尝试着发现更具创意和整齐的方法为产品找出消费

48、者。在电影劫后余生中植入式广告的范围，是从微妙的背景场到由演员汤姆克鲁斯扮演的一个飞机坠毁后唯一幸存于荒岛上的人身后的一个冲上岸的在联邦快递包裹中的威尔逊排球这个主要角色（所有曝光时间的10.5分钟）(Maynard 和 Scala, 2002)。以前的研究着眼于观众对植入式广告的意见(Gupta 和 Gould 1997; DeLorme 和 Reid 1999)，把电影用于产品投放的伦理性(Gupta, et al 2000)，展示在电影中的品牌频率和类型(Karrh, 1994)，对不同类型风险的观众的影响(dAstous 和d Chartier 2000; Gupta 和 Lord 1

49、998; Brennan和 Babin 2004; Sabherwal, Pokrywczynski 和 Griffin 1994)。对摆放成效的后来研究是当前研究的重点。本研究的主要目标是为了根据摆放明显的关系来查验电影中的植入式广告的不同影响。多个电影植入式广告被测验，与早期研究有所区别。因为以往的研究显示，包括产品视觉和语言显示的植入式广告对回忆和品牌态度有最大的影响力，其次只有视觉，最后只有语言显示，有理由相信与信息处理相关的其他变数也可能影响这个影响力。这里重点的变数是观众参与现场展示放置。这个研究发现的更广泛含义可能是为了更好理解在所有类型通讯方式中扮演的角色的作用：字、语言、电话或面对面。文献回顾尽管植入式广告的定义在文献略有不同，一般接受Karrh (1994)的说法：“品牌产品或品牌标识的一个付费纳入，通过音频或在大众传媒节目中的可视化方法。”是最全面的，并用于这篇研究。研究通常发现植入式广告被观众接受。放置被看作在场景中加入现实，更被虚构品牌所喜欢，被认为是制作节目和电影的成本花费的一个必要组成(DeLorme 和