电影中的植入式广告：奥地利、法国、美国消费者对这种新兴的，国际宣传媒介态度的跨文化分析.docVIP

毕业论文（设计）外文翻译 题　　目：　　　　　企业植入式广告的运用研究　　　　　　　　　　　　　　　　　　　　 一、外文原文 标题：Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers Attitudes Toward This Emerging, International Promotional Medium. 原文： This paper reports on a cross-cultural study which tests the robustness of the approach developed by Gupta and Gould (1997) concerning use of product placements in movies. Using their American data as a comparison point, additional data using the same questionnaire were collected in Austria and France. As an international medium in which movies freely cross borders, product placement is also a less adaptable one, relative to commercials since it remains in the movie regardless of the nation where it is shown. Applying a three-pronged framework which considered country, product and individual differences and their interactive effects, the results of this study indicate the ways in which all three have an impact on the acceptability of product placements and on potential purchase behavior. Finally, implications for managing and further researching product placements based on this framework are drawn. Product placement in the movies, according to Gupta and Gould (1997, p. 37), involves incorporating brands in movies in return for money or for some promotional or other consideration. Such placement (including that in other media such as television) has also been viewed as a hybrid of advertising and publicity (Balasubramanian 1994). Research has indicated the importance of product placement as an addition to the promotion mix although there remains a number of challenging issues concerning it. To date, such research has mainly centered on product placements efficacy (Babin and Carder 1995, 1996; Gupta, Balasubramanian and Klassen 2000; Gupta and Lord 1998; Karrh 1994; Ong and Meri 1994; Vollmers and Mizerski 1994) and ethical acceptability (Gupta and Gould 1997; Nebenzahl and Secunda 1993). A review of these studies indicates a major gap