电影与电视剧植入广告效果研究

电影与电视剧植入广告效果研究——基于有限注意力模型与知识说服模型的品牌回忆与态度实验[ 未

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中国传媒大学马遥殷宝滢钟丽和张兴月林丹妮

摘要

植入广告作为有效的信息到达手段，其使用在西方已经有60多年的历史，90年代以来，关于植入广告效果的研究成为广告研究领域的热点之一，近年，中国的植入广告迅速增长，被部分媒体研究者视为未来广告发展的重要方向，而关于植入广告效果的研究却明显滞后。

为弥补这一缺憾，为广告主植入广告的有效投放提供参考，本文以有限注意力模型（The

Limited-Capacity Model of Attention，Kahneman，1973）和说服知识模型（Persuasion Knowledge Model，Friestad 和Wright，1994）为理论依据，用实验的方法考察了消费者对于电影和电视剧中植入广告的反应。实验中引入三组自变量——广告载体类型、广告植入明显程度、节目好感度（Program Liking，Friested和Wright，1994），以受试者品牌回忆率和品牌态度改变为尺度，对影响植入广告有效性的因素进行了量化研究。

研究结果显示，在品牌回忆方面，1）相对于电视剧，电影观众更容易错误的辨认影片中植入的品牌，2）相对于不明显的植入品牌，明显的植入广告更容易被记住；在品牌态度方面，3）相对不明显的植入广告，明显的植入广告更容易引起观众在认知层面的积极态度改变，4）相对低好感观众，对于节目好感度高的观众更容易对植入广告产生品牌认知层面的消极态度改变。

关键词: 植入广告；广告载体；广告效果；品牌回忆；品牌态度；有限注意力模型；说服知识模型Effectiveness of Product Placement in Movies and TV Series

An Experiment of Brand Recall and Attitude Based on Limited-Capacity Model of Attention and Persuasion Knowledge Model

Abstract：As an effective approach of brand exposure, the use of product placement enjoys a history of more than 60 years in US. Since the 1990's, research on the effect of product placement has been becoming a heat in the

filed of advertising research all over the world.In recent years, product placement is growing rapidly in China. It is regarded by some media experts to be a critical future development direction of national advertising industry. However, academic research on effectiveness of product placements aimed Chinese consumers is evidently lag behind.

To make up for the blankness and propose some effective rules of media allocation, this research investigates into the reaction of consumers to product placements in Chinese movies and TV series. Based on the

Limited-Capacity Model of Attention (Kahneman,1973) and Persuasion Knowledge Model ( Friestad and

Wright ,1994) an experiment with three groups of independent variables including types of advertising medium, levels of placements, levels of program liking has been executed. The dependent variable, effectiveness of product placement, has been quantified base on the views' brand recall, brand recognition and brand attitude change.

The findings reveal 1) TV series have advantages than movies in brand recognition, 2) the levels of placements impact brand recall significantly. And brand recall of prominent placement is much higher than the rate of subtle placement,3)prominent placement can impact viewers' brand attitude more positively than subtle placement, 4)Comparing with viewers reporting low levels of program liking, viewers reporting high levels of program liking can be negatively impacted brand attitude on cognition level by product placement.

Key words Product Placement，Advertising Carriers，Effects of Advertising，Brand Recall，Brand Attitude，The Limited-Capacity Model of Attention，Persuasion Knowledge Model

1 引言

由于科技进步，消费者更容易通过一些科技手段来避开传统的广告信息，比如使用遥控器、视频点播以及各种录影录像技术。于是越来越多的广告商不得不寻找新的方式来吸引消费者的注意。在大众娱乐节目中植入广告，就是在这样一种思想指导下产生的应对策略。（Lee和Faber，2007）植入广告作为一种公