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Abstract In recent years, many people choose to spend their leisure time watching movies. Influenced by modern marketing, the advertising in film has become a new production marketing tool. The product placement in film has a significant impact on people’ consumption psychology. Based on Consumer Psychology and Brand Communication and Promotion, the author makes an analysis on the effects of product placement in film on people’ consumption psychology from four aspects: the attitudes towards product placement in films, the brand awareness involved in films, the relevance between product placement and films’ plots, and the consumer behavior. The author summarizes several effects on people in Jiangsu.35216
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Based on research questions, the author designs an online questionnaire for people in Jiangsu. The author sums up several effects from the perspective of Brand Marketing and Consumer Psychology through crossover analysis and frequency analysis. What’s more, the information provides useful information for the author, which in turn can enrich the author’s results. Through the analysis, the author finds that many people are easily influenced by product placement, most of them are influenced to collect some information about the products then buy them, or become tired of the products. The author summarizes the effects of product placement in film on people’ consumption psychology. Besides, the author hopes to come up with some strategies for corporations in accordance with the study to help them promote their products and build up a good brand image.
Key words: product placement consumer psychology brand communication and promotion
摘要近年来，电影成为人们娱乐消遣的一大方式。在现代营销的影响下，电影中广告元素的利用成为产品营销的新的媒介。电影中的植入式广告对人们的消费心理也产生了越来越大的影响。本文基于消费者心理学，品牌传播以及推广理论从观众对植入式广告的态度，电影中所涉及的品牌认知，品牌与电影情节的关联度，以及消费者行为来分析电影中植入式广告对消费心理产生的影响。通过实证研究，作者总结出电影中植入式广告给江苏省的消费者带来的几大影响。
针对研究问题，作者采用网络问卷的方式，针对江苏省内各地区的消费者做了问卷调查。利用交叉分析、频数分析的分析方法，作者从品牌营销学以及消费心理学角度分析了电影中植入式广告对消费心理的影响，并且收集了江苏省各地区消费者对植入式广告的看法。通过调查，作者发现，消费者中受到电影植入式广告影响的人群居多，他们大多会受到广告影响从而去搜集产品的相关信息，进而产生购买意图，又或者产生排斥某产品的心理。作者总结了电影中植入式广告对人们消费心理产生的影响，从而能更好的帮助企业加强对自己产品的宣传，塑造良好的品牌形象。
毕业论文关键词：植入式广告 消费心理 品牌传播与推广
Contents
Abstract i
摘要 iii
Contents iv
Chapter One Introduction 1
1.1 Background.1
1.2 Significance and purpose of the study 2
Chapter Two Literature Review 3
2.1 Studies on the effects of product placement in film on consumption psychology abroad 3
2.2 Studies on the effects of product placement in film on consumption psycholgoy in film at home..4
Chapter Three Methodology 7
3.1 Research questions 7
3.2 Research framework.7
3.3 Variables..8
3.4 Data collecting and analysis..8