电影《小时代》中的植入式广告分析(2)
4.3.5 AIDMA---A---Action22
4.4 Data Analysis..23
4.5 Suggestions for Follow-up Movies27
Chapter Five Conclusion...29
References30
Appendix..33
An Analysis of Product Placement in the Movie Series Tiny Times
Chapter One Introduction
1.1 Research Background
In modern society, the emergence of new media has allowed advertising to flourish. However, overwhelming, and homogeneous advertising information is flooding a variety of new media, generating an aesthetic fatigue in consumers. In addition, consumers, who lost patience and interest in perfunctorily produced advertisements, have gradually become indifferent to various kinds of advertisements.
Meanwhile, living in a highly-competitive and fast-paced society, consumers refuse to take their time to receive conventional advertising information. More likely, they choose to stay away from such information. It is obvious that conventional media and advertisements can no longer impress consumers. Furthermore, the return rate of advertisements has trended down due to multiple factors such as the growing complexity of media environment and increased cost of advertising. Publishing platforms are increasingly complex and the arrival rate of advertisements severely declines. In such a situation, it is an urgent need for enterprises to find better channels to spread their products and reach potential customers, which gives rise to a new marketing strategy - product placement, also referred to as embedded marketing.
As a new advertising pattern, product placement has attracted the attention of advertisers and scholars both in China and abroad. Moreover, researches on product placement are getting increasingly popular in today’s changing media environment. According to PQ Media, Chinese growth rate of the spending on product placement ranked first among 15 main markets, bigger than the average growth rate of 11.7%, and will maintain a strong momentum of growth in the next few years.(PQ Media, 2012, http://www.pqmediacom/globalproductplacementforecast-2012.html#displayMore)
1.2 Significance and Purpose
As of March 2015, the series of Tiny Times has released three movies, and it is a typical case of the use pf product placement and highly popularity during three years. On one hand, the movie series covers a variety of products of brands. The number of inserted products or scenes has been up to 37 in three movies. On the other hand, it includes a wide range of products from food, mobile phone, automobile to computer, website, fashion clothes, etc. The two parts have impressed the audience deeply.
Therefore, this paper will focus on the product placement in Tiny Times, study the problems and make some suggestions.
1.3 Methodology
Before actually starting the thesis, the products of brands have been classified into different placement and I designed a questionnaire based on AIDMA to analyze consumers’ behavior from five parts: attention, interest, desire, memory and action.
Chapter Two Literature Review
2.1 Product Placement
2.1.1 The Definition of Product Placement
In 1987, Steortz firstly defined product placement “the inclusion of a brand name, product, package, signage or other trademark merchandise within a motion picture, television show, or music video”. The most comprehensive definition of product placement has been offered by Karrh(1998, p. 33) who defined it as “the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within mass media programming”.
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