电影中的植入式广告：对介入观点的一个初步测试【外文翻译】.docVIP

标题：Product Placement In Movies: A Preliminary Test Of An Argument For Involvement 原文： A model is proposed to begin to explain the role that viewer involvement with a movie scene feature a product placement has on the impact of product placements. This study is a preliminary test of the differences in brand recognition and recall for products in either high or low involvement movie scenes. The experiment tests four existing motion pictures with product placements and shows a pattern (albeit statistically insignificant) of enhanced cognitive effects (recall and recognition) in more involving mov