Study On The Effect Of Prominence And Product Morality On Product Placement Effect In Movie’s Product Placement

With the saturation of traditional mandatory advertising and the production of new advertising management regulations by SARFT,the development of traditional commercial advertising is largely restricted.In addition,the continuing emerging of filtering technologies in advertising field leads to the fact that people can choose many ways to escape from advertisement.The effect of traditional advertising has been questioned.In this time,product placement grows rapidly as a new form of advertising with its various ways in advertising and ability to deliver business demands subtly.However,the existing academic research on product placement is very scarce.At present,there are only two main directions on most of the researches when it comes to product placement:One is related to its marketing effect,and the other is about the influence of its design elements on its results.Few literatures focus on the cognitive and emotional reaction mechanisms of audiences when they receiving and processing product placement information.Furthermore,the current research approaches are relatively subjective and single.Most of the studies are lack of standard method design and enough scientific proofs.Thus,there are still many problems about product placement waiting to be solved.This research takes the receivers’ attention resources,cognitive persuasion knowledge and attitudinal persuasion knowledge as mediator,the level of product morality as moderator,building the relationship model between the prominence of product placement and brand recall,brand emotion and brand purchase intention.The main research contents of this article are as below.(1)The initial representative movie clips are chosen on the basis of the movies’selecting principles,product involvement and product morality,then selecting the six(prominence of product placement:low,medium,high*product morality:ethically product,ethically-charged product)final experimental movie clips according to the level of prominence.(2)The persuasion knowledge questionnaire and evaluation questionnaire of product placement effect are built by consulting relative literatures.And then,checking the reliability and validity of the questionnaires through pre-experiment to determine the experimental questionnaires.(3)Eye movement data and subjective survey data were collected through ways of doing eye-tracking experiment and conducting subjective survey.And then,the subjects,cognitive process during watching product placement was revealed by using combination of subjective and objective methods.(4)The SPSS20.0 analysis of variance and regression analysis were applied to validate the hypotheses.At the same time,mediation effect and moderation effect were verified through PROCESS macro and multi-factor analysis of variance.(5)The results of data analysis verify most of the research hypothesis,and the three main conclusions are drawn.Firstly,the prominence levels have positive impacts on brand recall but negative impacts on subjects’ brand emotion and brand purchase intention.Secondly,the relationship between the prominence level and the effect of product placement is mediated by level of attention resource,cognitive persuasion knowledge and attitudinal persuasion knowledge.Thirdly,it is not obvious that the relationship between the prominence level and the effect of product placement is moderated by product morality.The research paradigm may be a good reference for study on other carrier’s product placement and the research conclusions could be used to the design for product placement.