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Abstract As conventional advertisements gradually lose their market share, creative advertisers are using innovative advertising methods to promote their products. Product placement in movies has emerged to be one of the most popular forms of advertising nowadays. As a result of the audience’s aesthetic fatigue to conventional advertising, it is also a tendency of advertising media development. Product placement in movies is increasingly recognized as an effective method by both advertisers and movie producers.39572
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Through a case analysis of Tiny Times series, this thesis probes into product placement in movies. Besides the content analysis of product placement in Tiny Times series, a questionnaire is also used to investigate how the audience views product placement in movies. Guided by AIDMA theory, this thesis then conducts a consumer behavior analysis from five aspects: attention, interest, desire, memory, action and thus provides some suggestions for follow-up movies: (1)Choose the right products that are known, better seen or used daily by a quantity of consumers; (2)Select a proper number of products; (3)Communicate effectively with the movie maker for better advertising effects.
Key Words: Product Placement Movies Tiny Times AIDMA
摘要传统广告正在逐渐失去市场，不甘平庸、善于创意的广告人便试图寻找富于生命力、新颖的广告形式。电影作品中的植入式广告更是异军突起，成为备受关注的诸多方面中的一个。这既是受众审美疲劳的结果，也是广告媒体发展的必然。电影植入式广告营销越来越成为广告主和电影制片双方看好的一种合作形式。
本文对《小时代》系列电影的案例分析来加深对电影中植入式广告的了解，除了对《小时代》系列电影中出现的植入式广告进行内容分析，也采用问卷调查的形式调查受众对电影中植入式广告的态度，主要运用了AIDMA理论，即针对消费者对产品的注意，兴趣，欲望，记忆，行动五个方面进行分析。对以后运用植入式广告的电影提出建议：（1）选择具有一定知名度,平日里经常看见或使用的产品； （2）选择合适数量的产品进行植入；（3）广告商和电影制造商进行有效沟通，取得更好的广告效果。
毕业论文关键词：植入式广告 电影 小时代 AIDMA理论
Contents
Abstract...i
摘要ii
Chapter One Introduction1
1.1 Research Background...1
1.2 Significance and Purpose.2
1.3 Methodology.2
Chapter Two Literature Review...3
2.1 Product Placement3
2.1.1 The Definition of Product Placement. 3
2.1.2 Placement Modality of Product Placement.3
2.1.3 Features of Product Placement5
2.2 The Psychological Mechanism---The Theorem of AIDMA5
2.3 Research of Product Placement in Movies at Abroad..6
2.4 Research of Product Placement in Movies in China7
Chapter Three Case Analysis of Tiny Times ...9
3.1 Analysis of Product Placement in Tiny TimesⅠ..9
3.2 Analysis of Product Placement in Tiny Times Ⅱ...10
3.3 Analysis of Product Placement in Tiny Times Ⅲ11
Chapter Four Results and Discussion13
4.1 Brief Introduction of the Questionnaire.13
4.2 The Data of the Questions of Product Placement about Tiny Times .13
4.3 Data based on AIDMA---with Gender, Profession and Age as Independent
Variable..15
4.3.1 AIDMA---A---Attention...15
4.3.2 AIDMA---I---Interest17
4.3.3 AIDMA---D---Desire19
4.3.4 AIDMA---M---Memory.21