观众对植入品牌广告意图的判定风险研究

What Might Trigger Audiences to Discriminate the Advertising from Product Placement?

植入式广告在我国已进入快速发展期,低质量的植入式广告不仅妨碍观众的艺术欣赏,也危害影视产业的健康发展。本文采用E-Prime为加工分离程序的实验平台,以观众对植入式广告的记忆为基础,研究发现,植入式广告意图判定风险与记忆水平呈现正相关;品牌熟悉度、观影频率、曝光时长对判定风险影响显著;低熟悉度品牌隐性植入或整合植入的判定风险和记忆水平均很低,但随整合程度的增大和曝光时间的延长而提升;高熟悉度品牌植入的整合程度越低,判定风险和记忆水平越低,但随着曝光时长和频率的增加而上升;整合植入比隐性植入具有更高的判定风险和记忆水平。

Product placement has been developing rapidly in China, it is estimated that the annual compound growth rate of brand entertainment market will reach 19.6% during 2012-2014 in China. According to the Order of State Administration of Radio Film and Television of the People＇s Republic of China （ No. 17 ） aims to restrict the advertising time, time resources of traditional advertising on television channels have been depleted. However, regu- latory authorities have failed to introduce effective measures to ensure the sound development of product placement until now, so that its explosive growth has been generating negative social effects in certain degree. In August 2010, in the response to the No. 2196 proposition of the National People＇s Congress （NPC）, The State Administration of Industry ＆ Commerce of the People＇s Republic of China announced that they will enhance the survey and research upon product placement in coming several years, as so to provide some concrete legislative proposals for the revision of the ＂Advertising Law＂. Accord with modem psychology, arts of movies and teleplays are some kind of feeling compensatory effects as well as feeling vent for audiences. The product placement is very important for the truth of scenario, the audiences＇ art perception will be disturbed if the product placement is improper. What is breaking the audience＇s perception and leading them treat some movie plots and television works as the commercials？ And facing the same product placement, why might some people immediately be triggered off ＂This is an advertisement!＂ while other people not？ According to the information processing theory, there are two ways of information processing, one is controlled pro- cessing,in other words, a consciously explicit processing, and the other is automatic processing, namely, uncon- sciously implicit processing. Base on the theory, the article focused on audience＇s explicit memory and implicit mem- ory for product placement by using the processing dissociation procedure （PDP）. To depict quantitatively the risk of discriminating advertising from product placement, the impact of placement variables, such as implicit extent, inte- grated extent, exposure time and frequency, and audience characteristics （plot involvement, brand familiarity and viewing frequency） were also taken into account. It was reported that the young adults had been the heavy consumers of movies and TV plays. Take the college students for example ,we recruited 127 students majored in business management to take part in our experiment, all the subjects have no such kind of experiences. Four micro films were selected from Tudou. corn as the experimental stimuli. The memory data about product placement is collected by E-Prime platform with a high implicit mining ca- pacity. The experiment takes three steps. The first step was to expose the placed brands to subjects naturally by watching the micro movies,the second step was to test subjects＇ memory for the placed brands, and the third step was to record the demographic characteristics of subjects by self reporting. Findings indicated that ： （ 1 ） There was a positive correlation between the risk of discriminating advertising from product placements and memory level; （2） Brand familiarity, viewing frequency, and exposure time made tremendous impact on the risk of discriminating adver- tising from product placements and memory level; （3） Implicit or integrated placement of low-familiarity brand caused low advertising intentions discrimination risk and memory level, however they would be promoted with the higher integrated extent and longer exposure time ; （4） The lower integrated extent of high-familiarity brand place- ment, the lower risk of discriminating advertising from product placements and memory level, but they would rise with longer exposure time extending and higher exposure frequency; （5） Integrated placement had higher advertis- ing intentions discrimination risk and memory level than implicit placement.