电影与电视剧植入广告效果研究基于有限注意力模型与说服知识模型的品牌回忆与态度实验

Study on placement advertising effect of movies and TV play An experiment on brand recall and attitude based on Limited- Capacity Model of Attention and Persuasion Knowledge Model

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，2世纪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和说服知识模型为理论依据，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（ProgramLiking），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地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）相对于不明显的植入广告，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）相对于低好感度观众，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。

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 Attentionlu and Persuasion Knowledge Model 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.