电影与电视剧植入广告效果分析研究.docxVIP

电影与电视剧植入广告效果研究 ——基于有限注意力模型与知识说服模型的品牌回忆与态度实验 [ 未知 ] 本文章被浏览269次中国传媒大学马遥殷宝滢钟丽和张兴月林丹妮????????摘要????????植入广告作为有效的信息到达手段，其使用在西方已经有60多年的历史，90年代以来，关于植入广告效果的研究成为广告研究领域的热点之一，近年，中国的植入广告迅速增长，被部分媒体研究者视为未来广告发展的重要方向，而关于植入广告效果的研究却明显滞后。????????为弥补这一缺憾，为广告主植入广告的有效投放提供参考，本文以有限注意力模型（The Limited-Capacity Model of Attention，Kahneman，1973）和说服知识模型（Persuasion Knowledge Model，Friestad和Wright，1994）为理论依据，用实验的方法考察了消费者对于电影和电视剧中植入广告的反应。实验中引入三组自变量——广告载体类型、广告植入明显程度、节目好感度（Program Liking，Friested和Wright，1994），以受试者品牌回忆率和品牌态度改变为尺度，对影响植入广告有效性的因素进行了量化研究。????????研究结果显示，在品牌回忆方面，1）相对于电视剧，电影观众更容易错误的辨认影片中植入的品牌，2）相对于不明显的植入品牌，明显的植入广告更容易被记住；在品牌态度方面，3）相对不明显的植入广告，明显的植入广告更容易引起观众在认知层面的积极态度改变，4）相对低好感观众，对于节目好感度高的观众更容易对植入广告产生品牌认知层面的消极态度改变。????????关键词: 植入广告；广告载体；广告效果；品牌回忆；品牌态度；有限注意力模型；说服知识模型????????Effectiveness of Product Placement in Movies and TV Series????????An Experiment of Brand Recall and Attitude Based on Limited-Capacity Model of Attention and Persuasion Knowledge Model????????Abstract：As an effective approach of brand exposure, the use of product placement enjoys a history of more than 60 years in US. Since the 1990s, research on the effect of product placement has been becoming a heat in the filed of advertising research all over the world.In recent years, product placement is growing rapidly in China. It is regarded by some media experts to be a critical future development direction of national advertising industry. However, academic research on effectiveness of product placements aimed Chinese consumers is evidently lag behind. ????????To make up for the blankness and propose some effective rules of media allocation, this research investigates into the reaction of consumers to product placements in Chinese movies and TV series. Based on the Limited-Capacity Model of Attention (Kahneman,1973) and Persuasion Knowledge Model ( Friestad and Wright ,1994) an experiment with three groups of independent variables including types of advertising medium, levels of placements, levels of program liking has been execut