关键词

植入，媒介影响，电影，高等教育，无辅助回忆，认知，实验，品牌

摘要

植入广告作为一种市场推广通讯工具是以在动作场景中包含产品或品牌为基础的。使用这个工具有利于电影制片人，也有利于品牌和（或）产品。学术界目前还没有对如何衡量这一通讯工具的有效性达成共识。在拉丁美洲，相关科学证据甚是稀少，在智利，这一格式用于电视节目中，而在电影中用只是近来的事。本调查的目的在于，根据不同类型的电影植入（背景里放置品牌，让主要角色使用，和与剧情相联系），通过对由205个智利大学生组成的样本进行实验，研究电影中的植入对外显记忆（不借助辅助主动回忆和品牌认同）和内隐记忆（购买意图）的影响。结果显示，品牌与电影剧情结合度越高，刺激参与者外显记忆的可能性就越大，从而激发无辅助主动回忆和品牌认同，通过作为通讯工具的广告植入，这也提供了研究消费者行为的经验性证明。

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技术信息

收到: 20-03-2014

修订: 11-05-2014

公认: 21-06-2014

OnlineFirst: 15-11-2014

发布日期: 01-01-2015

文章修改时间: 51 天 | 期刊编号的平均时间修订 44: 37 天

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被引用

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Valenzuela-Fernández, L., Martínez-Troncoso, C., & Yáñez-Wieland, F. (2015). Influence of placement on explicit and implicit memory of college students. [Influencia del «placement» sobre la memoria explícita e implícita de estudiantes universitarios]. Comunicar, 44, 169-176. https://doi.org/10.3916/C44-2015-18

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