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電影中植入式廣告對消費心理的影響

時間:2019-05-05 22:03來源:英語論文
The Effects of Product Placement in Film on the Consumption Psychology in Jiangsu,英語論文電影中植入式廣告對消費心理的影響

Abstract In recent years, many people choose to spend their leisure time watching movies. Influenced by modern marketing, the advertising in film has become a new production marketing tool. The product placement in film has a significant impact on people’ consumption psychology. Based on Consumer Psychology and Brand Communication and Promotion, the author makes an analysis on the effects of product placement in film on people’ consumption psychology from four aspects: the attitudes towards product placement in films, the brand awareness involved in films, the relevance between product placement and films’ plots, and the consumer behavior. The author summarizes several effects on people in Jiangsu.35216
Based on research questions, the author designs an online questionnaire for people in Jiangsu. The author sums up several effects from the perspective of Brand Marketing and Consumer Psychology through crossover analysis and frequency analysis. What’s more, the information provides useful information for the author, which in turn can enrich the author’s results. Through the analysis, the author finds that many people are easily influenced by product placement, most of them are influenced to collect some information about the products then buy them, or become tired of the products. The author summarizes the effects of product placement in film on people’ consumption psychology. Besides, the author hopes to come up with some strategies for corporations in accordance with the study to help them promote their products and build up a good brand image.
Key words: product placement     consumer psychology     brand communication and promotion
摘要近年來,電影成為人們娛樂消遣的一大方式。在現代營銷的影響下,電影中廣告元素的利用成為產品營銷的新的媒介。電影中的植入式廣告對人們的消費心理也產生了越來越大的影響。本文基于消費者心理學,品牌傳播以及推廣理論從觀眾對植入式廣告的態度,電影中所涉及的品牌認知,品牌與電影情節的關聯度,以及消費者行為來分析電影中植入式廣告對消費心理產生的影響。通過實證研究,作者總結出電影中植入式廣告給江蘇省的消費者帶來的幾大影響。 源¥自%六:維;論-文'網=www.aftnzs.live
針對研究問題,作者采用網絡問卷的方式,針對江蘇省內各地區的消費者做了問卷調查。利用交叉分析、頻數分析的分析方法,作者從品牌營銷學以及消費心理學角度分析了電影中植入式廣告對消費心理的影響,并且收集了江蘇省各地區消費者對植入式廣告的看法。通過調查,作者發現,消費者中受到電影植入式廣告影響的人群居多,他們大多會受到廣告影響從而去搜集產品的相關信息,進而產生購買意圖,又或者產生排斥某產品的心理。作者總結了電影中植入式廣告對人們消費心理產生的影響,從而能更好的幫助企業加強對自己產品的宣傳,塑造良好的品牌形象。
畢業論文關鍵詞:植入式廣告     消費心理     品牌傳播與推廣    
 Contents
Abstract    i
摘要    iii
Contents    iv
Chapter One Introduction    1
1.1 Background.1
1.2 Significance and purpose of the study    2
Chapter Two Literature Review    3
2.1 Studies on the effects of product placement in film on consumption psychology abroad    3
    2.2 Studies on the effects of product placement in film on consumption psycholgoy in film at home..4
Chapter Three Methodology    7
    3.1 Research questions    7
    3.2 Research framework.7
    3.3 Variables..8
3.4 Data collecting and analysis..8 電影中植入式廣告對消費心理的影響:http://www.aftnzs.live/yingyu/20190505/33068.html
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