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Michelle R. Nelson,Sameer Deshpande,Alexandra M. Vilela 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.2
This research highlights the influence of globalization in Indian films (includingproduct placement – PPL) and fashion, gauging perceived effects of PPL on self andothers among Indian audiences. Although critics assume media effects, little is knownabout how audiences feel about the changes in the film industry, or the perceivedinfluences of film on fashion and consumption imagery. Across two studies, we seek tofill those research gaps. Featuring 32 interviews, Study 1 revealed a relationshipbetween fashion in film and in real life. Perceived effects of PPLs on self were foundonly among younger women; other respondents believed that others (“youngsters”)were affected more than they were, in line with third-person perception theory. In Study 2, a survey gauging 158 Indians’ beliefs about perceived effects of PPL on selfversus others showed that gender and attitude toward PPL influenced the nature of theperceived effects. Both studies indicate that gender drives the perceived influence ofPPL on consumption.