电影中的植入式广告外文翻译

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1、中文 3380 字 ,1940 单词 毕业论文（设计） 外文翻译 一、 外文原文 标题： 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 approac

2、h developed 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

3、 is also 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

4、in which 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

5、), 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 importance

6、 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 placements efficacy (Babin and Carder 1995, 1996； Gupta, Balasubramanian and Klassen 2000； Gupta and Lord 1998； Karrh 1

7、994； 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 little focus o

8、n 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 produced for

9、 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 be noted th

10、at 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.) While it is n

11、ot 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 point of view, t

12、he 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 placements in

13、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 product placemen

14、ts 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 the Gupta and

15、 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 approach may be

16、extended both cross-culturally (Gould 1998) and to product placement (Russell 1998). These ideas suggest that a products 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-cultural terms i

17、s 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 boundaries. For

18、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 placement than French c

19、onsumers, 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 employ very differe

20、nt 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 Parkers (1994) terms, these may be regarded as non-cultural variables w

21、hich, 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. While these individual variables may certainly be