电影中的植入式广告：对介入观点的一个初步测试.doc

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 movie scenes. Implications are provided for future research to further test the proposed model. Introduction Marketers today are spending millions of dollars for product placements in motion pictures after the tremendous success linked to the dropping of Reese's Pieces candies to lead an alien out of the woods in the movie ET: The Extra-Terrestrial. More and more companies try to find more creative and uncluttered ways to expose consumers to products. Product placements range from subtle background appearances to the dominant role (10.5 minutes of total exposure time) of a Wilson volleyball washed ashore in a Federal Express package after a plane crash leaves actor Tom Hanks as the only survivor on a deserted island in the movie Cast Away (Maynard and Scala, 2002). Previous research has looked at moviegoers opinions about product placement (Gupta and Gould 1997; DeLorme and Reid 1999), the ethical nature of using movies for product pitches (Gupta, et al 2000), the frequency and type of brand exposure in movies (Karrh, 1994) and the effects on viewers of different types of exposures (d'Astous and Chartier 2000; Gupta and Lord 1998; Brennan and Babin 2004; Sabherwal, Pokrywczynski and Griffin 1994). This latter research on placement effectiveness is the focus of the current research. The primary objective of this research is to begin to examine the differential impact of product pla