電影中的植入式廣告：奧地利、法國、美國消費者對這種新興的國際宣傳媒介態(tài)度的跨文化分析

1、畢業(yè)論文（設(shè)計）外文翻譯題目：企業(yè)植入式廣告的運用研究一、外文原文標題：Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes Toward This Emerging, International Promotional Medium. 原文：This paper reports on a cross-cultural study which tests the robustness of the approach dev

2、eloped by Gupta and Gould (1997) concerning use of product placements in movies. Using their American data as a comparison point, additional data using the same questionnaire were collected in Austria and France. As an international medium in which movies freely cross borders, product placement is a

3、lso a less adaptable one, relative to commercials since it remains in the movie regardless of the nation where it is shown. Applying a three-pronged framework which considered country, product and individual differences and their interactive effects, the results of this study indicate the ways in wh

4、ich all three have an impact on the acceptability of product placements and on potential purchase behavior. Finally, implications for managing and further researching product placements based on this framework are drawn. Product placement in the movies, according to Gupta and Gould (1997, p. 37), &q

5、uot;involves incorporating brands in movies in return for money or for some promotional or other consideration." Such placement (including that in other media such as television) has also been viewed as a hybrid of advertising and publicity (Balasubramanian 1994). Research has indicated the imp

6、ortance of product placement as an addition to the promotion mix although there remains a number of challenging issues concerning it. To date, such research has mainly centered on product placement's efficacy (Babin and Carder 1995, 1996; Gupta, Balasubramanian and Klassen 2000; Gupta and Lord 1

7、998; Karrh 1994; Ong and Meri 1994; Vollmers and Mizerski 1994) and ethical acceptability (Gupta and Gould 1997; Nebenzahl and Secunda 1993). A review of these studies indicates a major gap in the literature: the previous studies of product placement were conducted in the U.S., and there has been li

8、ttle focus on it as a global phenomenon. However, the general globalization of marketing communications, the interest in integrating them in Integrated and Globally Integrated Marketing Communications programs (DeLorme 1998; Grein and Gould 1996), and the fact that many movies play to and often are

9、produced for multinational audiences raise the issue of how consumers in other countries perceive product placements. Considering product placement on a cross-national or cultural basis is important from a marketing point of view in terms of the issue of standardization versus adaptation. (It should

10、 be noted that cross-national means across nations while cross-cultural may imply other distinctions as well, since cultures often do not follow national boundaries cf. Dawar and Parker 1994). Here, both terms may be used, but in general the study to be reported will be on a cross-national basis.) W

11、hile it is not very likely that a movie would have multiple international versions based on different versions of product placement, a marketer could nonetheless make a decision as to how a globally marketed product would play in all the countries where the movie might be distributed. From this poin

12、t of view, the product placement campaign is one of standardization by default. Still, as Karrh (1998a) points out, there are very likely to be cross-cultural differences with respect to attitudes toward product placement which should be considered. However, a marketer cannot create local product pl

13、acements in a global movie as easily as local commercials. Thus, although many American movies are widely exported, their product placements usually are not culturally adapted. Therefore, the result is generally either standardization or nothing. Reflecting this concern and the inflexibility of prod

14、uct placements relative to some other forms of promotion, this paper takes a first step in addressing the research gap in the international literature by investigating cross-national perceptions of the efficacy and acceptability of product placements. This study will also explore the robustness of t

15、he Gupta and Gould (1997) approach to product placements in other environments. A Cross-Cultural Framework In general, culture in general informs product meanings largely through the promotional system, and these meanings in turn are engaged and acted upon by the consumer (McCracken 1986). This appr

16、oach may be extended both cross-culturally (Gould 1998) and to product placement (Russell 1998). These ideas suggest that a product's placement in a movie may vary in the effects it has in different countries. However, beyond the general idea of culture when considered in cross-national or cross

17、-cultural terms is the issue of cultural versus individual differences as outlined by Dawar and Parker (1994). Advertisers in this regard must make decisions about segmentation based upon whether there are cross-national differences and/or there are within-nation differences which transcend national

18、 boundaries. For example, consider whether American and French consumers differ from each other in their attitudes toward product placement and/or whether men and women in both countries differ from each other in similar ways (e.g., Americans could have more favorable attitudes toward product placem

19、ent than French consumers, while similar patterns of male-female differences also coexist for both nationalities). If attitudes toward product placement vary by nationality, this would indicate theoretically that product meanings differ across countries and that those using product placement must em

20、ploy very different strategies than where the attitudes and meanings are similar. On the other hand, individual differences based on factors other than national culture may also play a role in consumer response to product placement. In Dawar and Parker's (1994) terms, these may be regarded as no

21、n-cultural variables which, if improperly considered, might be confounded with cultural variables. In the product placement area, Gupta and Gould (1997), for instance, considered a number of variables of this type, including attitudes toward product placement; frequency of viewing movies, and gender

22、. While these individual variables may certainly be influenced by or interact with culture, their effect may or may not vary on a cross-national or cross-cultural basis. Thus, as with other consumer phenomena, response to product placement should be investigated in terms of both cross-national and i

23、ndividual difference variables. If cross-national differences predominate, then the key segmentation variable for product placement would be country or ethnicity. Under such conditions, standardization strategies would not work. However, if individual differences predominate, then these variables wi

24、ll serve as the key targeting-segmentation variables. Standardization strategies would be more feasible and they would aim at multi-local, regional or even global segments. If both types of variables (i.e., cross-national and individual differences) are found to have an effect on response to product

25、 placement or if an interaction between these types exists, then more complex, adaptational strategies would be required. All these possible effects will also reflect on the robustness of the Gupta and Gould (1997) approach in terms of variables applied and linked. A still more intricate perspective

26、 blends in product effects. Wang (1996) provides a contingency approach for global strategy development which concerns three variables: country, product and consumer segment (individual differences). Wang's approach suggests that various interactions between any or all of these three would invol

27、ve a modification of standardization strategies. For instance, a product with consumer segment interaction would mean that different strategies must be developed for each segment, and that products may appeal to certain segments across countries, but not others. A country with consumer segment inter

28、action, on the other hand, indicates that a particular product appeals to many segments but that response patterns vary within them (e.g., heavy users respond differently across countries). A product with country interaction suggests that within country differences are not a major factor while cross

29、-country differences are. A three-way interaction would lead to the formation of niche strategies. On the basis of the foregoing, there are three general hypotheses which may be used to construct a framework for product placement effects: the cross-national difference hypothesis, the product differe

30、nce hypothesis, and the individual difference hypothesis. Here, the product difference hypothesis is examined both in terms of within-category and brand differences (e.g., within the camera category) and between product category differences (e.g., camera versus alcohol). If there are no cross-nation

31、al differences, product and/or individual differences, such as those found by Gupta and Gould (1997) in the U.S., should be similar across countries. However, if there are cross-country differences (e.g., the cross-national difference hypothesis), then it is very likely that some interactions will b

32、e found. Product Placements in Movies In considering how product placements function, De Lorme and colleagues (De Lorme, Reid and Zimmer 1994; De Lorme and Reid 1999) found that consumers connected the world of the film, including product placements, with their social world, as well as consumption-s

33、pecific aspects of their own everyday life. Russell (1998) theorizes that transformational and affect transfer processes are at work in the establishment of linkages between a movie or television show and the product placed. These findings of linkages could be important for buying behavior since the

34、 decision to purchase a product is likely to be the result of such linkages. They could also be significant in another way: consumers will attach different ethical meanings to product placements in terms of their acceptability, e.g., consumers carry their ethical perceptions of marketing various pro

35、ducts into how they perceive them as product placements. Thus, while product placement is still a relatively new area for study, we consider what research there is in terms of two main but related and overlapping categories: (1) its efficacy and (2) its acceptability and perceived ethical standing.

36、Efficacy of Product Placements in Movies It has been suggested that product placements may be made effective through positive positioning and/or linking with an attractive character (Karrh 1998b; McKee and Pardun 1998). Nonetheless, prior research results regarding the efficacy of products placed in

37、 movies are mixed. There is little support for brand attitude change resulting from product placement, but there is some evidence that people do recognize or recall brands so promoted (Babin and Carder 1995, 1996; Gupta and Lord 1998; Karrh 1994; Ong and Meri 1994; Vollmers and Mizerski 1994). It is

38、 also noteworthy that Gupta and Lord (1998) found that prominent placements could perform better than television advertising in inducing recall. However, based on these studies conducted to date, the research generally is based on recognition-recall and attitude factors and does not focus on purchas

39、ing behavior, although McKee and Pardun (1998) do link treating the product as "hero" to positive sales results. In the study to be reported below, we will more directly consider purchase behavior as an indicator of efficacy. Acceptability and Ethics of Product Placements in Movies The acc

40、eptability and ethics of product placement may be viewed in terms of two aspects: (1) general ethical concerns and (2) ethical concerns about specific products. Regarding the general acceptability and ethics of product placement, Nebenzahl and Secunda (1993) found that generally such placement was a

41、cceptable although those who objected tended to do so for ethical reasons. For instance, some consumers felt that products placed in movies could be deceptive or even subliminal. For instance, they may be seen as "hidden but paid" messages (Balasubramanian 1994). On this basis, some people

42、 in the U.S. have gone so far as to suggest that product placements should be restricted or banned (Rothenberg 1991). On the other hand, specific products have been targeted for ethical concern with respect to product placement. For example, the placement of cigarettes in movies which are shown on t

43、elevision have been viewed as a way to get around the ban on cigarette advertising (Balasubramanian 1994). Such placement is addressed to a captive TV audience which cannot or would not want to zip through this commercial intrusion since it would interfere with the overall viewing experience. Moreov

44、er, young people in particular can see these products used even though they are not supposed to see such advertising. Indeed, then, just as the marketing and advertising of cigarettes, along with other products such as alcohol and guns, are very controversial (Boddewyn 1993; Hill 1994; Kaskutas 1993

45、), product placement, as well, will provoke strong criticism and opposition.出處：Gould, S.Gupta, P.B.Sonja Grabner-Krauter Product Placements in Movie: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium J Journal o

46、f Advertising 2000(04)，pp.51-65二、翻譯文章標題：電影中的植入式廣告：奧地利、法國、美國消費者對這種新興的，國際宣傳媒介態(tài)度的跨文化分析譯文：本文講的是嘗試由古普塔和吉爾德（1997）提出的關(guān)于在電影中使用植入式廣告的方法的跨文化研究。把使用植入式廣告的美國數(shù)據(jù)作為一個比較點，在奧地利和法國搜集用相同的問卷調(diào)查得出的其他數(shù)據(jù)。在電影中作為一個國際媒介自由地跨越國界，植入式廣告也是較難適應(yīng)的一種，因為相對于廣告它一直存在于電影中，無論它在哪個國家放映。應(yīng)用一個三管齊下考慮國家產(chǎn)品、個別差異和互動效應(yīng)的框架，這個研究的結(jié)果說明這三種對植入式廣告的接受程度和潛在的購買行

47、為有影響。最后，在此框架基礎(chǔ)上管理和進一步研究植入式廣告的影響開始出現(xiàn)。根據(jù)古普塔和吉爾德（1997）的說法，電影中的植入式廣告是涉及電影中的整合品牌以金錢、促銷和其他代價作為回報。這種放置（包括在其他媒體，如電視）也被看作是一個混合的廣告和宣傳(Balasubramanian 1994)。研究表明了植入式廣告作為一種促銷組合的附加的重要性，盡管仍有大量關(guān)于它的挑戰(zhàn)性問題。迄今為止，這樣的研究主要集中于植入式廣告的效果(Babin and Carder 1995, 1996; Gupta, Balasubramanian and Klassen 2000; Gupta and Lord 199

48、8; Karrh 1994; Ong and Meri 1994; Vollmers and Mizerski 1994)和合理的認同(Gupta and Gould 1997; Nebenzahl and Secunda 1993)。對這些研究的審查表明了文獻的主要差距：以往植入式廣告的研究是在美國進行的，而且很少以一個全球性現(xiàn)象關(guān)注它。然而，一般的全球化營銷傳播，對在綜合的、全球一體化的營銷傳播方案中整合它們感興趣(DeLorme 1998; Grein and Gould 1996)，事實上，許多電影展現(xiàn)并經(jīng)常是為那些提出在其他國家的消費者如何感知植入式廣告等問題的跨國公司觀眾而制作?；?/p>

49、于跨國家或文化來考慮的植入式廣告，作為一個鑒于標準化與適應(yīng)方面問題的市場營銷觀點來說是很重要。（需要注意的是跨國家表示跨越國界，同時跨文化也可能意味著其他區(qū)別，因為文化往往不遵循國界cf. Dawar and Parker 1994）。在這里，兩種都可能被使用，但一般情況下研究報告以跨國界為基礎(chǔ)。雖然一部電影根據(jù)不同方式的植入式廣告將有多個國際版本是不太可能的，但一個營銷者仍然可以作出一個行銷全球的產(chǎn)品如何在這部電影可能發(fā)行的所有國家銷售的決定。從這一觀點來看，植入式廣告風潮是一種默認的標準化。如karrh指出，關(guān)于跨文化差異對應(yīng)考慮的植入式廣告的態(tài)度是可能的。然而，一個營銷者在一部全球化的電

50、影中創(chuàng)造當?shù)氐闹踩胧綇V告不可能像創(chuàng)造當?shù)氐膹V告一樣容易。這樣，雖然許多美國電影被廣泛出口，它們的植入式廣告沒有從文化意義上被適應(yīng)。因此，結(jié)果通常要么標準化，要么什么都不做。反映這一問題和缺乏靈活性的植入式廣告涉及一些其他形式的推廣，本文跨出了第一步，通過對植入式廣告有效性和可接受性的跨國家看法的調(diào)查來解決在國際文獻上的研究空白。這項研究也將探討Gupta and Gould (1997)關(guān)于其他環(huán)境中的植入式廣告方法的穩(wěn)健性。 一個跨文化的框架一般情況下，文化通常在很大程度上通過宣傳系統(tǒng)來告知產(chǎn)品的意義，這些意義反過來被消費者用于從事和采取行動(McCracken 1986)。這種方法可以延長

51、跨文化和植入式廣告。這些意思表明，在一部電影中的一個植入式廣告在不同的國家也許會變化出不同的效果。然而，當考慮跨國界或跨文化方面時，超越文化的總體思路是文化和個體差異的問題，如同Dawar 和 Parker概述的。廣告商在這方面必須作出決定，關(guān)于在是否有跨國界的差異和跨越國界的在國差異基礎(chǔ)上的分割。例如，考慮是否美國和法國的消費者在對植入式廣告的態(tài)度上是各不相同的，和這兩個國家的男人和女人在相似方面是各不相同的。（舉例：當類似的男女差異的模式也在這兩個民族中共存時，美國消費者比法國消費者對植入式廣告有更多好的看法。）如果民族對植入式廣告的態(tài)度發(fā)生改變，從理論上說明植入式廣告跨越了不同的國家，而

52、且那些使用植入式廣告的在看法和意義相同的地方更要采取不同的策略。另一方面，個體差異以除民族文化以外的因素也可能在消費者對植入式廣告的反應(yīng)方面發(fā)揮作用為依據(jù)。在Dawar 和 Parker's (1994)的文章中，這些可能被視為非文化的變量，如果考慮不當，可能被混淆于文化變量。在植入式廣告領(lǐng)域，例如Gupta 和Gould (1997)考慮這種類型的許多變量，包括對植入式廣告的看法，看電影的頻率和性別。當這些個體的變量也許無疑地被影響或與文化相互作用時，它們的效果可能或者不可能在一個跨國界或跨文化的基礎(chǔ)上變化。這樣，正如其他消費現(xiàn)象，針對植入式廣告主要從跨國界和個體差異變量這兩個方面進

53、行調(diào)查。如果跨國界差異占主導(dǎo)地位，植入式廣告的主要細分變量就是國家或者種族。在這種情況下，標準化戰(zhàn)略是行不通的。然而，如果個體差異占主導(dǎo)地位，那么這些變量將會作為主要目標群體細分變量。標準化戰(zhàn)略會比較可行，而且著眼于更多地方如部分地區(qū)甚至全球。如果這兩種變量被發(fā)現(xiàn)對植入式廣告的反應(yīng)有影響，或者如果這些變量存在互相作用，那么更復(fù)雜，適應(yīng)性戰(zhàn)略將會被需要。所有這些可能的影響將會反映在Gupta 和Gould (1997)著手處理的變量的應(yīng)用和鏈接方面的研究中。一個更加復(fù)雜的觀點融合在產(chǎn)品的影響中。Wang (1996)為關(guān)注的三個變量：國家、產(chǎn)品和消費市場（個體差異）的全球化戰(zhàn)略提供了一個應(yīng)急方法。Wang的方法意味著一些或者所有這三個之間的相互作用將會涉及標準化戰(zhàn)略的修改。例如，一個產(chǎn)品與消費市場的互動意味著必須為每個細分市場制定不同的策略，而且產(chǎn)品可能呼吁跨越國家的某些部分，但不是其他。另一方面，一個國家與消費市場的互動表明一個特定產(chǎn)品需要很多市場，但反應(yīng)模式在它們中變化（例如，眾多用戶在不同國家有不同反應(yīng)）。一個產(chǎn)品與國家的互動意味著國家內(nèi)部的差異不是一個重要因素，