外文翻译---软广告的效果_观众的新见解.docxVIP

外文文献 Effectiveness of brand placement: New insights about viewers Abstract Since traditional media have become saturated, the technique of product placement has been attracting growing interest. This research explores new insights concerning viewers reactions during a second viewing of a movie. A sample of 3532 French viewers of DVDs has been used to link the way the movie was chosen, viewed and appreciated (or not) with a spontaneous brand placement recall, the day after the film was watched at home. Results make a contribution to adding to academic knowledge of the topic. A first viewing of