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论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-08-05编辑:felicia点击率:20126
论文字数:6383论文编号:org201408040838222375语种:英语 English地区:中国价格:免费论文
关键词:植入式广告消费者行为品牌产品Product placementvisual representation
摘要:本文是一篇电影学留学论文。电影是当今时代发展迅速的一个产业,随着电影业的不断发展,很多广告商利用电影这个平台加入植入式广告,这种形式的广告已经存在了很长时间,尽管它不是传统广告,受众形式也有所不同,相应地产生了不同的沟通形式,但是可以看出他有很大的影响。本文通过分析植入式广告在电影媒体中的效果,分析其对电影发展的影响。
They felt that these types of placements amplified the movies realism. The group compared the differences between having placements in movie to not having any. The findings suggested that having no product placement or having fictitious products in a movie reflected on the setting of the movie, it would create a fantasy world for viewers which was fine if it was a movie in the category of Lord of the Rings or Avatar. Williams (2004) suggested that product placements are contextually integrated into movies. Therefore It is important to note that placements are deemed to be acceptable by viewers because of the reflection these products have on real life. In the survey questionnaire that was carried out, a combined 63 out of 100 respondents agreed and strongly agreed that placements add to the realism of the movie (see table.2).
TABLE 2: Viewers opinion on products adding realism to movies
This confirms the findings from the focus group; however there are a large number of respondents that validate that they disagree with the statement. It is mentioned in the literature that some see product placement practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips & Purdie 1993). This is one suggestion as to why respondents to the survey questions may have disagreed. It could be argued that some viewers find placements invasive. however the findings from the focus group indicates that whilst placements add realism, the ones that appear without contributing to the story line or are emphasised in a way that seems to be out of context in regards to the movie can be described as annoying or blatant advertising. The views of the group were not that this was invasive but more or on the line of ‘annoying’. Examples that were noticeable were the Panasonic placement in Transformers.
In a scene that was devoted to show a Branded memory chip, the character tilts the product towards the camera revealing the brand name. It was suggested that this had no association to the story line nor was it placed to emphasis realism; one participant described it as being ‘an obvious plug’. The common theme was the emphasis on the annoyance of pushy advertising, this research commends Balsubramanian et al (2006) who suggested that blatant placements have the ability to irritate. Therefore if product placement is to appear, the product needs to contribute to the content of the movie in order to generate positive attitudes and acceptability from the viewers. But it is important to distinguish between attitudes towards product placement practice (discussed here) and attitudes towards the brands being placed. This leads us to the next area of this study.
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