CAJ | 학술논문

针对当前中国植入式广告市场呈现出的不成熟特征,以大学生为被试,以其静态态度为基础,采用双面论证、恐惧唤起、尊重得失和态度差异作为启动因素,研究影视作品中的植入式广告对重度消费者的广告态度和启动效应.结果发现,被试的伦理焦虑感升高和规制诉求下降,但对植入产品接纳程度无显著影响;以时间压力为启动因素的分析发现,受众对植入式广告态度、植入产品接纳程度的内隐态度,均与显性测量结果呈显著正相关.
침대당전중국식입식엄고시장정현출적불성숙특정,이대학생위피시,이기정태태도위기출,채용쌍면론증、공구환기、존중득실화태도차이작위계동인소,연구영시작품중적식입식엄고대중도소비자적엄고태도화계동효응.결과발현,피시적윤리초필감승고화규제소구하강,단대식입산품접납정도무현저영향;이시간압력위계동인소적분석발현,수음대식입식엄고태도、식입산품접납정도적내은태도,균여현성측량결과정현저정상관.
Currently, lots of immature characteristics exist in the product.9 placement market in China, which arouse mixed voices from the target audiences. Under such circumstances, it is urgent that the government needs to make rules and regulations to balance between the interests of those tar- get audiences and the development of the market. The undergraduates are regarded as the heavy con- sumers of television programs and movies. We adopt two-side arguments, fear arousal, gain-loss of esteem, and discrepancy as the priming factors based on their static attitudes. The results indicate that the subjects＇ ethical anxieties increase and their demands of rules and regulations decrease; how- ever, it has no significant influence on their acceptability of product placed. On the other hand, by u- sing the time pressure as the priming factor to measure their implicit attitudes, the results show that both the attitudes of product placement and the acceptability of product placed have significant correla- tion with the explicit attitudes.