外文翻译---软广告的效果：观众的新见解

《外文翻译---软广告的效果：观众的新见解》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、外文文献Effectivenessofbrandplacement:NewinsightsaboutviewersAbstractSincetraditionalmediahavebecomesaturated,thetechniqueofproductplacementhasbeenattractinggrowinginterest.Thisresearchexploresnewinsightsconcerningviewers'reactionsduringasecondviewingofamovie.Asampleof3532FrenchviewersofDVDs

2、hasbeenusedtolinkthewaythemoviewaschosen,viewedandappreciated(ornot)withaspontaneousbrandplacementrecall,thedayafterthefilmwaswatchedathome.Resultsmakeacontributiontoaddingtoacademicknowledgeofthetopic.Afirstviewingofthemovieatthecinemaimprovesbrandplacementrecall,asdoeswatchingthemoviea

3、thomeonalargehomecinemascreen.SuchanimprovementalsooccurswhenaDVDmovieischoseneitherbecauseofthemoviedirectororwhentheviewerlikesthemovie.Keywords:Consumer;Productplacement;Brandplacement;Movie;Branded-entertainment;Spontaneousday-afterrecall1.IntroductionProductplacements(aproductand/or

4、abrandintentionallyplacedinaculturalmedium)aremushroominginmoviesnowadays.Thoseproductsarepartofaso-calledproductplacementdeal.Productplacementinmovieshasbecomeacommunicationtechniquewhichisusedmorethaneverbyadvertisers(Karrhetal.,2003;PQMedia,2007).ArecentAssociationofNationalAdvertiser

5、s(ANA)surveyindicatesthat63%oftheAmericanadvertiserswhorespondedalreadyintegratedproductplacementactionsintheircommunicationplan,52%specifyingthatfinancingforthoseactionshadbeentransferredfromtheirTVadvertisingbudget(Consoli,2005).Agreatdealofresearchisalreadydevotedtoproductplacementina

6、llitsforms(Nelson,2002;LaFerleandEdwards,2006;GuptaandGould,2007)andmorespecificallytoproductplacementinmovies(Karrh,1998).2.BrandplacementinmoviesSincethefirstbrandplacementsappearedinnovelstwocenturiesago,theyhavedevelopedwiththemovieindustry(Turner,2004;NewellandSalmon,2004).Productpl

7、acementisacrossbreedtechnique,thatcombinesdifferentcommunicationtechniquesintoone,takingplaceinaculturaland/orentertainmentenvironment.Placingaproductconsistsofputtingaproductand/orabrandintoamoviescenewhereitcanbeseenand/oritsnameheard.Theplacementcaneitherbepaidforbythe