植入式广告的受众反应与规制依据
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摘要
植入式广告在中国迅速发展的同时也带来负面效应,当前主要发达国家和地区对植入式广告的规制有强化的趋势。植入式广告立法在我国尚处于论证阶段,相关研究多从法理角度展开。事实上,规制尺度的主要依据之一是受众对植入式广告的反应,而传播学和营销学视角的植入式广告研究为此提供了丰富的实证证据,据此可制定更合理的规制措施,促进影视艺术作品市场和植入式广告市场的健康发展。
Product placement has brought some negative effects to the market while it's growing rapidly in recent years. Currently,different countries and regions are about to put more restrict regulations on it. China is on the way to lay down the law to product placement,related researches are mostly from the perspective of theory of law. In fact,one of the regulative reasons is mainly based on the audiences' responses to product placement,which have empirically and widely proved by the researches from marketing and communication perspective. With these researches,government could make more reasonable regulations on the product placement and facilitate the healthy development of movies and TV programs as well as product placement market.
Product placement has brought some negative effects to the market while it's growing rapidly in recent years. Currently,different countries and regions are about to put more restrict regulations on it. China is on the way to lay down the law to product placement,related researches are mostly from the perspective of theory of law. In fact,one of the regulative reasons is mainly based on the audiences' responses to product placement,which have empirically and widely proved by the researches from marketing and communication perspective. With these researches,government could make more reasonable regulations on the product placement and facilitate the healthy development of movies and TV programs as well as product placement market.
引文
[1]Mc Donnell,J.&Drennan J.Virtual Product Placement as A New Approach to Measure Effectiveness of Placements[J].Journal of Promotion Management,2010,16(1/2):26.
[2]李新颖.植入式广告法律规制研究[M].北京:知识产权出版社,2014.
[3]Mc Kechnie,S.A.&Zhou J.Product Placement in Movies:A Comparison of Chinese and American Consumers'Attitudes[J].International Journal of Advertising,2003,22(3):360.
[4]Gupta,P.B.&Lord K.R.Product Placement in Movies:The Effect of Prominence and Mode on Audience Recall[J].Journal of Current Issues and Research in Advertising,1998,20(1):51.
[5]宋思根,宣宾.基于内隐与外显测量双重视角的植入式广告态度及其启动效应研究[J].管理学报,2013(11):1665.
[6]秦思思,赵贤.新广告法背景下对植入式广告的探析[J].新媒体研究,2017(3):61.
[7]d’Astous A.&Chartier F.A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies[J].Journal of Current Issues&Research in Advertising,2000,22(2):38.
[8]Cowley E.&Barron C.When Product Placement Goes Wrong:The Effects of Program Liking and Placement Prominence[J].Journal of Advertising,2008,37(1):91.
[9]王秀丽,韩纲,L.Wortman,等.植入式广告对观众品牌认知、记忆和购买意向的影响[J].广告大观(理论版),2009(1):26.
[10]Wilson,R.T.&Till B.D.Product Placement in Movies and on Broadway:A field Study[J].International Journal of Advertising,2011,30(3).
[11]Van Reijmersdal,E.Brand Placement Prominence:Good for Memory!Bad for Attitudes?[J].Journal of Advertising Research,2009,49(2):152.
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[13]顾永景.电视植入式广告的合法性问题探究[J].现代电视,2016(12):92-93.
[14]Friestad,M.&Wright P.The Persuasion Knowledge Model:How People Cope with Persuasion Attempts[J].Journal of Consumer Research,1994,21(6):29.
[15]Lee M.&Faber R.J.Effects of Product Placement in Online Games on Brand Memory:A Perspective of the LimitedCapacity Model of Attention[J].Journal of Advertising,2007,36(4):78.
[16]Peters S.&Leshner G.Get in the Game:The Effects of Game-Product Congruity and Product Placement Proximity on Game Players’Processing of Brands Embedded in Advergames[J].Journal of Advertising,2013,42(2):116.
[17]赵曙光.幻影注意力:基于眼动实验的植入式广告效用研究[M].上海:复旦大学出版社,2014:76.
[18]Bressoud,E,C A J-M Lehu,Russell.Integrating Placement and Audience Characteristics to Assess The Recall of Product Placements in Film:Findings from A Field Study[C].The 7th International Conference on Research in Advertising(ICORIA).Antwerp,Press 2008(6):27-28.
[19]Brennan,I.&Dubas K.M.&Babin L.The Impact of Product Placement Type and Exposure Time on Brand Recognition[J].International Journal of Advertising,1999,18(3):330.
[20]Morton,C.R.&Friedman M.I Saw It in The Movies:Exploring The Link Between Product Placement Beliefs and Reported Usage Behaviour[J].Journal of Current Issues and Research in Advertising,2002,24(2):36.
[21]喻国明,李彪,丁汉青.植入式广告效果的测定原理与方法——基于认知神经科学方法的研究[J].安徽大学学报,2012(1):123.
[22]Schiller,G.i TVX Unveils Evaluation Tool To Gauge Product Placement[J].Brandweek,2008,49(5):8.
[23]Steinberg,B&Vranica,S.Product Placement Pricing Debated[J].Wall Street Journal-Eastern Edition,2004,244(100):B3.
[24]Lewczak J.&Di Giovanni A.Enhanced FCC Regulation of Product Placement Would Breach Free Speech Rights[R].Legal Backgrounder,2010,25(11):3.
[25]Lee M.&Kim K.&King K.W.Audience Responses to Product Placement and Its Regulations:Focusing on Regulatory Conditions in the United States and Korea[J].Journal of International Consumer Marketing,2012,24(4).
[26]郝一丁.美国对植入式广告的监管[J].中国广告,2010(1):128-129.
[27]金摞美,柳承烨.韩国植入式广告(PPL)的现状与快速发展政策[J].广告大观(理论版),2011(4):31.
[2]李新颖.植入式广告法律规制研究[M].北京:知识产权出版社,2014.
[3]Mc Kechnie,S.A.&Zhou J.Product Placement in Movies:A Comparison of Chinese and American Consumers'Attitudes[J].International Journal of Advertising,2003,22(3):360.
[4]Gupta,P.B.&Lord K.R.Product Placement in Movies:The Effect of Prominence and Mode on Audience Recall[J].Journal of Current Issues and Research in Advertising,1998,20(1):51.
[5]宋思根,宣宾.基于内隐与外显测量双重视角的植入式广告态度及其启动效应研究[J].管理学报,2013(11):1665.
[6]秦思思,赵贤.新广告法背景下对植入式广告的探析[J].新媒体研究,2017(3):61.
[7]d’Astous A.&Chartier F.A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies[J].Journal of Current Issues&Research in Advertising,2000,22(2):38.
[8]Cowley E.&Barron C.When Product Placement Goes Wrong:The Effects of Program Liking and Placement Prominence[J].Journal of Advertising,2008,37(1):91.
[9]王秀丽,韩纲,L.Wortman,等.植入式广告对观众品牌认知、记忆和购买意向的影响[J].广告大观(理论版),2009(1):26.
[10]Wilson,R.T.&Till B.D.Product Placement in Movies and on Broadway:A field Study[J].International Journal of Advertising,2011,30(3).
[11]Van Reijmersdal,E.Brand Placement Prominence:Good for Memory!Bad for Attitudes?[J].Journal of Advertising Research,2009,49(2):152.
[12]周南,王殿文.显著的植入式广告能带来更好的品牌态度吗:植入式广告显著性影响机制研究[J].南开管理评论,2014,17(2):149.
[13]顾永景.电视植入式广告的合法性问题探究[J].现代电视,2016(12):92-93.
[14]Friestad,M.&Wright P.The Persuasion Knowledge Model:How People Cope with Persuasion Attempts[J].Journal of Consumer Research,1994,21(6):29.
[15]Lee M.&Faber R.J.Effects of Product Placement in Online Games on Brand Memory:A Perspective of the LimitedCapacity Model of Attention[J].Journal of Advertising,2007,36(4):78.
[16]Peters S.&Leshner G.Get in the Game:The Effects of Game-Product Congruity and Product Placement Proximity on Game Players’Processing of Brands Embedded in Advergames[J].Journal of Advertising,2013,42(2):116.
[17]赵曙光.幻影注意力:基于眼动实验的植入式广告效用研究[M].上海:复旦大学出版社,2014:76.
[18]Bressoud,E,C A J-M Lehu,Russell.Integrating Placement and Audience Characteristics to Assess The Recall of Product Placements in Film:Findings from A Field Study[C].The 7th International Conference on Research in Advertising(ICORIA).Antwerp,Press 2008(6):27-28.
[19]Brennan,I.&Dubas K.M.&Babin L.The Impact of Product Placement Type and Exposure Time on Brand Recognition[J].International Journal of Advertising,1999,18(3):330.
[20]Morton,C.R.&Friedman M.I Saw It in The Movies:Exploring The Link Between Product Placement Beliefs and Reported Usage Behaviour[J].Journal of Current Issues and Research in Advertising,2002,24(2):36.
[21]喻国明,李彪,丁汉青.植入式广告效果的测定原理与方法——基于认知神经科学方法的研究[J].安徽大学学报,2012(1):123.
[22]Schiller,G.i TVX Unveils Evaluation Tool To Gauge Product Placement[J].Brandweek,2008,49(5):8.
[23]Steinberg,B&Vranica,S.Product Placement Pricing Debated[J].Wall Street Journal-Eastern Edition,2004,244(100):B3.
[24]Lewczak J.&Di Giovanni A.Enhanced FCC Regulation of Product Placement Would Breach Free Speech Rights[R].Legal Backgrounder,2010,25(11):3.
[25]Lee M.&Kim K.&King K.W.Audience Responses to Product Placement and Its Regulations:Focusing on Regulatory Conditions in the United States and Korea[J].Journal of International Consumer Marketing,2012,24(4).
[26]郝一丁.美国对植入式广告的监管[J].中国广告,2010(1):128-129.
[27]金摞美,柳承烨.韩国植入式广告(PPL)的现状与快速发展政策[J].广告大观(理论版),2011(4):31.