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2 NSC H I

3 II

4 A study of product messages embedded in television drama and its communication effect Abstract The advertising and marketing practitioner have employed product placement to promote products. By placing product messages in the content of movies, TV programs, or computer games, the marketing practitioner hope to increase brand awareness, influence the consumer s attitude positively toward the product, and increase the willingness for the consumer to purchase the products. Although product placement has been widely utilized by the marketing practitioners, only few researches in Taiwan studied the utilization of this marketing tool and its communication effects. Therefore, this study intends to investigate how product placement is used to promote the product and its communication effect. The researcher employed content analyses to analyze the content of television drama. Some in-depth interviews of the marketing and media practitioners were also utilized to collect research data. Moreover, this study conducted some experiments to test the communication effect of product placement in Taiwan s TV drama. The research findings indicate that product messages are often placed in TV drama with visual forms rather than auditory forms. While product placement utilizing in TV drama, different actors were employed to present the embedded product messages. However, only very few cases showed that product messages were presented by specific actors. The marketing practitioners also did not pay much attention to the connection between the attributions of products and the atmosphere of embedded TV drama. Besides, the study finds that product messages embedded in TV drama with rational or sensational appeal will have different communication effects on audience s recall of placed messages, attitudes toward product, and willingness for purchasing products. Key words: product placement, communication effect, product messages, television drama III

5 Product Placement Gupta & Lord, 1998 Christian Dior Motorola

6 Product Placement Gupta & Lord, 1998Karrh, 1998Gould, Gupta & Grabner, 2000 Balasubramanian Russell, 2002 Procter Gamble Product Placement Awards, Galician Bourdeau, Hershey Reese s Pieces E.T Reese s Pieces 65 Tom Cruise 1983 Risky Business1986 Top Gun Lomb s Ray-Ban Wayfarer 1996 Mission Impossible Apple 007 Mere Exposure Effect 2

7 3 Hawkin1970 Karrh, 1998 DeLorme Reid (1999 Weaver Oliver 2000 Rusell hard sell Pardun McKee

8 (Vollmers & Mizerski1994) 2002 Russell, 2002 Sapolsky Kinney1994 Gupta & Lord1998 What Women Want NIKE James Bond BMW Matrix Nokia Tuxedo LOGO Gupta Lord1998 (the level of prominence) 4

9 Karrh, 1998DeLorme & Reid, 1999D Astous& Chartier, 2000Russell, 2002

10 6 DeLorme & Reid, 1999Gould, Gupta & Grabner,

11 hard sell Home Run

12 Karrh1995 Kotler1991 Kotler Rational Appeal Emotional Appeal Moral Appeal 1998

13 9 Aaker Norris1982 Gloden Johnson1983

14 10 叁 content analysis

15 11 Holsti1969 Wimmer Dominick2003 2M N1+N2 n 1+(n-1) M N1 n N2 Gerbner SPSS 12.01

16 12 in-depth interview experiment

17 13 Siemens C62 1

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26 Aaker, D. A. & Norris, D. (1982). Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22( 2), D Astous, A. & Chartier, F. (2000). A study of factors affecting consumer evaluations and memory of product placement in movies. Journal of Current Issues and Research in Advertising, 22(2), DeLorme, D. E. & Reid, L. N. (1999). Moviegoers' experiences and interpretations of brands in films revisited. Journal of Advertising, 28(2), Galician, M. L. Bourdeau, P. G. (2004). The evolution of product placements in Hollywood cinema: Embedding high-involvement heroic brand images. In M. Galician (Ed.), Handbook of product placement in the mass media: New strategies in marketing theory, practice, trends, and ethics (pp ), New York: Haworth Press, Inc. Golden, L. L. & Johnson, K. A. (1983). The impact of sensory preference and thinking versus feeling appeals on advertising effectiveness. Advances in Consumer Research, 10, Gould, S. J., Gupta, P. B. & Grabner, K. S. (2000). Product placements in movies: A cross-cultural analysis of Austrian, French and American consumers attitudes toward this emerging, international promotional medium. Journal of Advertising, 29( 4), Gupta, P. B. & Lord, K. R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues and Research in Advertising, 20(1), Hawkin, D. (1970). The effect of subliminal stimulation on drive level and brand preference, Journal of Marketing Research, Holsti, O. R. (1969). Content analysis for the social sciences and humanities. MA: 22

27 Addison-Wesley. Karrh, J. A. (1995). Brand placements in feature films: The practitioners view. Proceedings of the American Academy of Advertising, Karrh, J. A. (1998). Brand placementa review. Journal of Current Issues and Research in Advertising, 20(2), Kotler, P. (1991), Marketing management: analysis, planning, implementation and control (7 th ed.), New Jersey: Prentice-Hall. Pardun, C. J. & McKee, K. B. (2000). Product placements as public relations: An exploratory study of the role of the public relations firm, Public relations Review, 25(4), Product Placement Awards (2003). History of product placement. [Online]. Available: Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of Consumer Research, 29, Sapolsky, B. S. & Kinney, L. (1994). You oughta be in pictures: Product placements in the top-grossing films of In K.W. King (Ed.), Proceedings of the 1994 Conference of the American Academy of Advertising, Athens, GA: American Academy of Advertising, 89. Vollmers, S. & Mizerski, R. (1994). A review and investigation into the effectiveness of product placement in films. in K. W. King, (Ed.), Proceedings of the 1994 Conference of the American Academy of Advertising, Athens, GA: American Academy of Advertising, Wimmer, R. D. & Dominick, J. R. (1991). Mass media research: An introduction (3 rd edition). Belmont, CA: Wadsworth Publishing Company. Weaver, D. T., & Oliver, M. B. (2000). Television programs and advertising: Measuring the effectiveness of product placement within Seinfeld, Paper presented to the Mass Communication Division at the 50th annual conference of the International Communication Association ( ICA ), Acapulco, Mexico. 23

中国科技论文在线中文稿件模板

中国科技论文在线中文稿件模板 5 10 15 20 25 30 35 本土品牌刻板印象的成因及对策研究 # 基于刻板思维与符号认知的文本分析 * 刘进平, 张燚, 张锐 ( 重庆文理学院品牌科学研究所,402160) 摘要 : 由于中国社会普遍存在本土品牌刻板印象, 导致了对洋品牌的崇