CAJ | 학술논문

植入式广告有效性的研究多是基于变化情境，并未能深入研究受众本身的反应差异，因此对固定植入情境下受众性别反应差异值得进一步研究。实验表明，产品植入情境对受众的记忆和态度没有明显的影响。男性受众对显性植入产品的记忆高于隐性植入产品，但对两者的态度和购买意向均不存在差异；女性受众对显性植入产品和隐性植入产品的记忆虽不存在差异，但对显性植入产品的态度和购买意向均低于隐性植入产品。同时，男性受众与女性受众在记忆上对显性植入产品和隐性植入产品不存在差异，但男性受众对于显性植入产品的态度比女性受众更加积极，购买意向更高，而女性受众则刚好相反。
식입식엄고유효성적연구다시기우변화정경，병미능심입연구수음본신적반응차이，인차대고정식입정경하수음성별반응차이치득진일보연구。실험표명，산품식입정경대수음적기억화태도몰유명현적영향。남성수음대현성식입산품적기억고우은성식입산품，단대량자적태도화구매의향균불존재차이；녀성수음대현성식입산품화은성식입산품적기억수불존재차이，단대현성식입산품적태도화구매의향균저우은성식입산품。동시，남성수음여녀성수음재기억상대현성식입산품화은성식입산품불존재차이，단남성수음대우현성식입산품적태도비녀성수음경가적겁，구매의향경고，이녀성수음칙강호상반。
Previous research on the effectiveness of product placement are mostly based on unfixed situation and unable to investigate the reaction difference of audiences; therefore gender reaction difference of audiences to fixed product placement situation is worth of further investigation. Experi- ments show that product placement situation have no significant impact on audience＇s memory and atti- tudes. Male audiences remember more prominent placement products than subtle placement products, but show no differences in atti＇tude and purchase intention between prominent placement products and subtle placement products. Female audiences exhibit no differences in product recognition memory be- tween prominent placement products and subtle placement products, but exhibit more negative atti- tude and lower purchase intention toward prominent placement products than subtle placement prod- ucts. At the same time, there are no differences on recognition memory to prominent placement prod- ucts and subtle placement products between male audience and female audience, but male audience have more active attitude and higher purchase intention toward prominent placement products, while the female audience are just opposite..