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From Apple to Omega: an analysis of brand placement in 2010 top-earning films
Michael Devlin,Justin Combs 한국마케팅과학회 2015 마케팅과학연구 Vol.25 No.1
This study utilized a content analysis to measure brand placements in the top 25 filmsreleased in 2010 and compared results to a similar population of top-earning filmsreleased in 1991. The content analysis measured the frequency and modality of eachplacement, character interaction, visual placement and visual prominence, andaccounted for the valence of each scene containing a product placement in terms ofpositive or negative hedonic values. Findings revealed there were substantially morebrand placements and more prevalent use of prominent placement and characterinteraction in the 2010 films, compared with those in 1991. The study’s findingsprovide rationale for future studies exploring the effectiveness of product placementsand set a comparable benchmark for future analysis examining product placementtrends.