外文翻译软广告效果观众新见解.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 the movie at the cinema improves brand placement recall, as does watching the movie at home on a large home cinema screen. Such an improvement also occurs when a DVD movie is chosen either because of the movie director or when the viewer likes the movie. Keywords: Consumer; Product placement; Brand placement; Movie; Branded-entertainment; Spontaneous day-after recall Introduction Product placements (a product and/or a brand intentionally placed in a cultural medium) are mushrooming in movies nowadays. Those products are part of a so-called product placement deal. Product placement in movies has become a communication technique which is used more than ever by advertisers (Karrh et al., 2003; PQ Media, 2007). A recent Association of National Advertisers (ANA) survey indicates that 63% of the American advertisers who responded already integrated product placement actions in their communication plan, 52% specifying that financing for those actions had been transferred from their TV advertising budget (Consoli, 2005). A great deal of research is already devoted to product placement in all its forms (Nelson, 2002; La Ferle and Edwards, 2006; Gupta and Gould, 2007) and more specifically to product placement in movies (Karrh, 1998). Brand placement in movies Since the first brand placements appeared in novels two centuries ago, they have developed with the movie industry (Turner, 200