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英国影视专业留学生论文——植入式广告对电影发展的影响 [3]

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:19975

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。

als leadership, quality and success, people like to know brands even if they have never used them. This appears to indicate that the primary benefit of placement in movies is the increase of brand recognition.


Consumer behaviour

“Consumer behaviour is the study of individuals, groups or organisations and the process they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.” (Sharma, A. 2006). The study of consumer behaviour helps organisations improve their marketing strategies by understanding the psychology behind consumer thoughts, feelings and by understanding his or her environment all which have an effect on the action towards a brand or product. Tyagi and Kumar (2004) state that there is a relationship between consumer behaviour and his attitudes, communication with him and how to motivate him. Family, social and cultural dimensions of consumer behaviour have a role to play.


“Product placement isn’t about sales it’s about brand awareness claims expert Samuel Turcotte.” (Galician 2004). Whilst awareness may be generated attitudes and perception also start to form towards the brand. Attitude formation can be on the bases of cognitive responses to stimuli or information of other sources; cognitive thoughts are responses we have to a communication. Positive thoughts will generally have a positive affect on attitudes whereas negative thoughts will have negative attitude formation (Hoyer & Macinnis, 2008).


Age has another implication on attitudes and perceptions of product placement. In their 1999 study, DeLorme, Reid, and Zimmer interviewed younger audiences (aged 18-21) and older audiences (aged 35-48) in a bid to compare different views on product placement. A number of focus groups resulted in the finding of distinct and diverse perspectives among many of the study samples. According to their research, (DeLorme, Reid, and Zimmer 1999) found that older audiences generally perceive product placements as implications of a changing society and the current use of product placement was an indication of a major cultural shift, according to the study older moviegoers “associated brand props with feelings of insecurity, frustration, and fear of change” (DeLorme, Reid, & Zimmer, 1999, p.24) various examples of such feelings were provided. On the other hand younger moviegoers perceive product placement as “Associated with an invitation to cultural belonging and feelings of emotional security.” (DeLorme, Reid, & Zimmer, 1999, p. 28) The younger generation grew up in a consumer-based society that is bombarded with advertisements and other promotional items, the younger generation does not generally place a heavy emphasis on product placements. However viewers are generally positive about the placement of product in movies.


Günnemann (2008) explains that “product placement for the automobile industry can positively affect consumer’s perception of certain automobile brands image as a purchasing factor.” He also looked at preference of product placement over advertising for automobiles, which showed European consumers have greater preference of product placement than their American论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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