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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:6872

论文字数:6383论文编号:org201408040838222375语种:英语论文 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


电影中植入式广告对观影年龄在18 - 25岁之间的消费者行为有什么影响?作为一篇留学生论文,接下来本文将重点探讨。

第一章 文献综述



What is the affect of product placement in movies on consumer behaviour of viewers aged 18-25?

CHAPTER I: Literature Review

Product placement

Product placement in movies is no new phenomenon as Lehu (2007), describes product placement as “the location or more accurately the integration of a product or a brand into a film or televised series.” This form of advertising has been around for sometime although its not traditional advertising it speaks to an audience in a different form of communication which is either in your face or subliminal messages. Product placement comes in a number of different forms including visual, audio and a combination of the two combined. Visual product placement Is a visual representation of a brand in a movie, This includes strategically positioning a brand in the background or being used by the actor of a scene, displaying a billboard or some other form of visual advertisement in a scene, and any other visual representation of a brand-name product “without any relevant message or sounds on the audio track which draw attention to the product” (Gupta & Lord, 1998). An example of this is Daniel Craig using a Sony Vaio in the movie Casino Royal (2006). See Appendix A.

Audio representation of a brand can be the mention of the product in script but not necessarily shown on screen for example the movie Wall Street (1987) where Martin Sheen’s character says to a server, “Get this kid a Molson Light” (Gupta & Lord, 1998). In combining these two formats Gupta and Lord (1998) defines audio-visual placement as the visual appearance of a brand with a verbal mention of the brand name or a “brand- relevant message” for example “The Bellagio Hotel in Las Vegas is seen and talked about in the movie Oceans eleven” (2001) (Lehu 2007).

Product placement, as a marketing tool, has many advantages due to its captive audience, the social nature that it is being viewed in and the lack of clutter, such as other advertisements (Dunnett & Hoek, 1996). This form of communication is described as being an effective technique as Jhonson (2009) explains “For subliminal suggestion to be effective an individual must be relaxed and open to suggestion. The subconscious mind is more open to suggestion when a person is relaxed.” This practice has not gone without controversy, however, as its use is often debated by moviegoers and media experts. While some moviegoers feel that the use of product placement enhances a film by adding to its realism (Govani 1999). Others see the 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). Some supporters of the practice argue that product p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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