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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:20092
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。
There were a set number of questions used for each focus group and Each individual was required to participate and provide some input to increase the depth of discussion. A simple format of question then discussion was used, questions that arose from discussion would keep the conversation flowing. Conversation flowed freely in order to discover what the subjects found to be interesting and to explore wider attitudes but conversation was re-directed by the moderator when it was felt to be unproductive or pointless (Bryman 2004). It was made clear to participants prior to the discussion that there was no right or wrong answer in an effort to remove social desirability, what the respondent thinks they should say rather than feel (Black 1999). Both discussions were recorded using a CD recorder and were later analysed with key points noted for each discussion. A full play by play transcription was not practical due to the large amount of dialogue and it is felt that a full transcript would have broken up narrative flow, however a shorter version of the transcript highlighting key points and questions asked is available in the appendix (())))) by noting key points only it is felt that analysing content is much easier, Bryman (2001) claims that transcribing and coding leads to a loss of context.
Quantitative research - Questionnaires
Questionnaires allow the participant to respond to a set number of questions, questions can be open ended or closed ended, and for the purpose of this particular research aspect closed ended questions were used. A closed ended question is amicable when the dimensions of a variable have been diagnosed. Closed ended questions expose participants to the same response categories and allow standardized quantitative statistical analysis (Johnson & Christensen 2010). The purpose of the questionnaire was to expand further on the data that was concluded from the focus groups (this will be discussed further in chapter 4). The questionaires focused on getting participant responses for the purpose of ‘conformatory research’ (Johnson & C本论文由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。