電影中產品置入之廣告效果

• Main Authors: HSU.MEI-HUI, 許美惠
• Other Authors: 羅文坤
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/05341171961885160891

碩士 === 中國文化大學 === 新聞研究所 === 88 === The「Product Place」is placing the brand device or the CIS(company identify system) into movies、TV programs、music vedio or other kinds of entertainment to reinforce the persuasion of using rate of products and to build the preference of brands or products. Most of the alien advertising effect researches about「Product Place」focused their attention on the term of message. Moreover, these researchers put their focus on the correlation between place terms and products recall. However, they didn''t discuss the advertising effect that is affected by other factors. This research is designed to explore the advertising effect(recalling)that is mainly affected by the four factors( knowledge of products、the preference of the role who used the placing products、the place terms, and the exposed time and frequency of products). The result of this research showed that beside the place terms, the researcher found the negative correlation between the three reasons and the recalling of products style and brands of the testees. The researcher also found the effect of using oral place alone was better than the effect of using visional place alone.