电影中的植入式广告：奥地利、法国、美国消费者对这种新兴的国际宣传媒介态度的跨文化分析

1、毕业论文（设计）外文翻译题目：企业植入式广告的运用研究一、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 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.出处：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、翻译文章标题：电影中的植入式广告：奥地利、法国、美国消费者对这种新兴的，国际宣传媒介态度的跨文化分析译文：本文讲的是尝试由古普塔和吉尔德（1997）提出的关于在电影中使用植入式广告的方法的跨文化研究。把使用植入式广告的美国数据作为一个比较点，在奥地利和法国搜集用相同的问卷调查得出的其他数据。在电影中作为一个国际媒介自由地跨越国界，植入式广告也是较难适应的一种，因为相对于广告它一直存在于电影中，无论它在哪个国家放映。应用一个三管齐下考虑国家产品、个别差异和互动效应的框架，这个研究的结果说明这三种对植入式广告的接受程度和潜在的购买行

47、为有影响。最后，在此框架基础上管理和进一步研究植入式广告的影响开始出现。根据古普塔和吉尔德（1997）的说法，电影中的植入式广告是涉及电影中的整合品牌以金钱、促销和其他代价作为回报。这种放置（包括在其他媒体，如电视）也被看作是一个混合的广告和宣传(Balasubramanian 1994)。研究表明了植入式广告作为一种促销组合的附加的重要性，尽管仍有大量关于它的挑战性问题。迄今为止，这样的研究主要集中于植入式广告的效果(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)和合理的认同(Gupta and Gould 1997; Nebenzahl and Secunda 1993)。对这些研究的审查表明了文献的主要差距：以往植入式广告的研究是在美国进行的，而且很少以一个全球性现象关注它。然而，一般的全球化营销传播，对在综合的、全球一体化的营销传播方案中整合它们感兴趣(DeLorme 1998; Grein and Gould 1996)，事实上，许多电影展现并经常是为那些提出在其他国家的消费者如何感知植入式广告等问题的跨国公司观众而制作。基

49、于跨国家或文化来考虑的植入式广告，作为一个鉴于标准化与适应方面问题的市场营销观点来说是很重要。（需要注意的是跨国家表示跨越国界，同时跨文化也可能意味着其他区别，因为文化往往不遵循国界cf. Dawar and Parker 1994）。在这里，两种都可能被使用，但一般情况下研究报告以跨国界为基础。虽然一部电影根据不同方式的植入式广告将有多个国际版本是不太可能的，但一个营销者仍然可以作出一个行销全球的产品如何在这部电影可能发行的所有国家销售的决定。从这一观点来看，植入式广告风潮是一种默认的标准化。如karrh指出，关于跨文化差异对应考虑的植入式广告的态度是可能的。然而，一个营销者在一部全球化的电

50、影中创造当地的植入式广告不可能像创造当地的广告一样容易。这样，虽然许多美国电影被广泛出口，它们的植入式广告没有从文化意义上被适应。因此，结果通常要么标准化，要么什么都不做。反映这一问题和缺乏灵活性的植入式广告涉及一些其他形式的推广，本文跨出了第一步，通过对植入式广告有效性和可接受性的跨国家看法的调查来解决在国际文献上的研究空白。这项研究也将探讨Gupta and Gould (1997)关于其他环境中的植入式广告方法的稳健性。 一个跨文化的框架一般情况下，文化通常在很大程度上通过宣传系统来告知产品的意义，这些意义反过来被消费者用于从事和采取行动(McCracken 1986)。这种方法可以延长

51、跨文化和植入式广告。这些意思表明，在一部电影中的一个植入式广告在不同的国家也许会变化出不同的效果。然而，当考虑跨国界或跨文化方面时，超越文化的总体思路是文化和个体差异的问题，如同Dawar 和 Parker概述的。广告商在这方面必须作出决定，关于在是否有跨国界的差异和跨越国界的在国差异基础上的分割。例如，考虑是否美国和法国的消费者在对植入式广告的态度上是各不相同的，和这两个国家的男人和女人在相似方面是各不相同的。（举例：当类似的男女差异的模式也在这两个民族中共存时，美国消费者比法国消费者对植入式广告有更多好的看法。）如果民族对植入式广告的态度发生改变，从理论上说明植入式广告跨越了不同的国家，而

52、且那些使用植入式广告的在看法和意义相同的地方更要采取不同的策略。另一方面，个体差异以除民族文化以外的因素也可能在消费者对植入式广告的反应方面发挥作用为依据。在Dawar 和 Parker's (1994)的文章中，这些可能被视为非文化的变量，如果考虑不当，可能被混淆于文化变量。在植入式广告领域，例如Gupta 和Gould (1997)考虑这种类型的许多变量，包括对植入式广告的看法，看电影的频率和性别。当这些个体的变量也许无疑地被影响或与文化相互作用时，它们的效果可能或者不可能在一个跨国界或跨文化的基础上变化。这样，正如其他消费现象，针对植入式广告主要从跨国界和个体差异变量这两个方面进

53、行调查。如果跨国界差异占主导地位，植入式广告的主要细分变量就是国家或者种族。在这种情况下，标准化战略是行不通的。然而，如果个体差异占主导地位，那么这些变量将会作为主要目标群体细分变量。标准化战略会比较可行，而且着眼于更多地方如部分地区甚至全球。如果这两种变量被发现对植入式广告的反应有影响，或者如果这些变量存在互相作用，那么更复杂，适应性战略将会被需要。所有这些可能的影响将会反映在Gupta 和Gould (1997)着手处理的变量的应用和链接方面的研究中。一个更加复杂的观点融合在产品的影响中。Wang (1996)为关注的三个变量：国家、产品和消费市场（个体差异）的全球化战略提供了一个应急方法。Wang的方法意味着一些或者所有这三个之间的相互作用将会涉及标准化战略的修改。例如，一个产品与消费市场的互动意味着必须为每个细分市场制定不同的策略，而且产品可能呼吁跨越国家的某些部分，但不是其他。另一方面，一个国家与消费市场的互动表明一个特定产品需要很多市场，但反应模式在它们中变化（例如，众多用户在不同国家有不同反应）。一个产品与国家的互动意味着国家内部的差异不是一个重要因素，