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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。

ts to influence brand attitudes and perceptions

Ethicality issues

This area of the study aims to discuss the ethicality issues that 18-25 year olds have concerning product placement in movies. This is categorised in two sections, first is the acceptance of subliminal messages that product placement in movies brings and the second is the ethically charged products.

Subliminal theory is described by ( ) as the perception of messages through your subconscious or unconscious mind. It is the goal of marketers to target consumers through the subconscious mind, and this is incorporated into movies to alter viewer perceptions. However as discussed in section ( )) the viewer is very conscious to the placements in the movies and therefore is not affected subconsciously by product placements. However one participant from the focus group stated that many of the brands may not have been recalled had it not been for this study. However it must also be taken into to consideration that majority of the group was educated towards the practice of product placement.

The group identified that they understood that the placements are paid messages designed to target consumers within the movie experience. Participants didn’t really classify the placements as subliminal messages, as it was earlier discussed that viewers’ acceptability of the placements was on the basis of them adding realism. It was clear to participants that this was advertising and therefore was deemed to be considered on par with other commercials in everyday life. Participants declared that if product placements in movies were subliminal messages than they would not be aware of the principles that were involved which would lead to an attitude or behavioural change. However it was distinguished in section (()) that there was little changes in attitudes and behaviour and any change that were present was due to traits and preferences. This then debates the statement made by ( ) that subliminal stimuli allows advertisers to penetrate the viewer’s defence without their awareness. the survey questionnaire would add further creadability to this research as seen in Table 5

Do you think Product placement in movies is unethical because we are being shown commercials within the context of the movie?

Table 5: opinions on product placement as a commercial in movies.

It is clear that respondants agreed with the focus group, it is suggested that this is because younger veiwers are more open to media the viewing of product placement fits more into the category of ‘experiential consumption’ rather than ‘entertainment marketing’ (Hackley and Tiwsakul 2006). Viewers experience the brands as part of the movie and therefore would fit into this category.