Research On The Effect Of Variety Shows' Product Placement Based On Field Dependence-independence

Entertainment is an indispensable lifestyle for people's daily life.In recent years,the chasing for variety shows of audiences has shown a new trend of entertainment.With the popularity of variety shows,the carrier of product placement has also been gradually dominated by it.The product placement of variety shows,which features entertainment,breaks the boundary between product placement and entertainment,and makes brand much easily adopted by the audiences,consequently it makes the advertising marketing realize its value.Therefore,the product placement of variety shows has become an important measure for brands to expand their influence.A large number of scholars have conducted empirical researches on the effectiveness of product placement in movies,TV dramas,and web pages.However,the research about the media of variety shows based on individual field dependence-independence(FDI)is scarce.Therefore,on the basis of theory and literature review,this thesis researches the effect of product placement which is measured by brand recognition and attitude based on FDI which could embody the subjective perception of audiences.It examines the effects of FDI,celebrity effect,and brand-content correlation on the consequence of product placement,and analyzes the effect of interaction of FDI with celebrity effect and brand-content correlation respectively on the consequence of product placement.After using the experiment to collect research data,this study tested the hypothesis by chi-square test,analysis of variance of single factor variables and independent sample T test.The empirical research of this thesis shows:(1)The FDI has significant differences on brand recognition and brand attitude,and the brand recognition of field-independent individuals is dramatically higher than that of field-dependent individuals while the brand attitude of the latter is significantly higher than the former.(2)When celebrity effect exists,brand recognition and attitude are distinctly better than when it does not exist.(3)The brand recognition of the lower brand-content correlation is much better than higher.(4)FDI and celebrity effect also have interactive effects on brand recognition and brand attitude while FDI and brand-content correlation only have interaction with brand recognition.The research conclusions of this article could further deepen the relevant research results of product placement about variety shows,and propose some proposal of strategies to improve the effectiveness of product placement in variety shows:(1)Attaching importance to the distinct effects of different individuals of FDI on the sensitivity of product placement.(2)Using the interaction between celebrities and brands to enhance the adverting performance.(3)Pay attention to the measurement of correlation between brand and program.Consequently,the variety shows agents and brand owners can adopt appropriate methods to increase the effectiveness of product placement in variety shows.