电影中植入式广告对消费心理的影响(2)
Chapter Four Results and Discussion10
4.1 The analysis of some factors those are relevant to the attitudes towards product placement in film.10
4.1.1 The relationship between Age and attitudes towards product placement in film.10
4.1.2 The relationship between education background and attitudes towards product placement in film11
4.2 The analysis of the factors those are relevant to brand awareness12
4.3 The analysis of the factors those are relevant to the relevance between product placement in film and movies’ plots14
4.4 The analysis of factors those are relevant to consumer behaviors15
4.5 The analysis of some deficiencies in today’s product placement in films16
Chapter Five Conclusion 17
5.1 Major findings from the study 17
5.2 Implication of the study 19
5.3 Limitations of the research and suggestions for further studies 19
References 20
Appendix I 23
Chapter One Introduction
1.1 Background
Living in this information explosion age, more and more people choose to turn a blind eye to some information that they believe is not very important. Typically, more and more consumers become insensitive to mandatory advertising and immune to ordinary advertising. This tendency annoys sellers who want to establish a brand image through advertising. Corporations all want to find a way to deal with this terrible problem. In recent years, sellers and advertisers have paid much attention to product placement. As we know, the product placement is a form of audiovisual commercial communication or reference to a product, a service or the trademark. There are several types of product placement. The main types of them are product placement in film, product placement in television, product placement in variety show, product placement in online paper and product placement in pop music.
The product placement developed rapidly. In 2006, two thirds of advertisers employed ‘branded entertainment’-product placement-with the vast majority of that in commercial TV programming and the product placement expenditures were estimated at US$3.1 billion, rising to $5.6 billion in 2010. With the development of advertising, the research on the effects of product placement in film on consumption psychology is the inevitable trend.
1.2 Significance and purpose of the study
The effects of product placement are an important part of the research on the product placement. And in this paper, the author does a research on people to analyze the effects of product placement in film. And the author wants to find the answers to these questions: What forms of product placement are easily accepted by audience? How do Brand Communication and Promotion play a part in product placement? And what measures should the advertisers take to promote their products?
Actually the product placement does not have a long history and the research in China still falls short. The evaluation system used to determine the cost and value of a placement in both basic quantitative and demonstrative qualitative way. Through the research, the author hopes to figure out how the product placement affects consumption psychology in more accurate way. What’s more, the author hopes to make useful suggestions for corporations to build up good brand images to earn people’s satisfaction.
Chapter Two Literature Review
2.1 Studies on the effects of product placement in film on consumption psychology abroad
In early times, western scholars in strong businesses background focused on the effects of product placement in film on consumption psychology. In the 1990s, the west had had a relatively mature research system. The early investigation was involved with the Brand Awareness, the preference and .purchase predisposition.