Research On The Influence Of Plot Relevance, Product Involvement And Brand Familiarity On The Attitude Of Film And Television Implantation Brands

Constrained by the limitations of the traditional advertising market and the huge economic benefits of implanted advertising,many corporate brand companies use advertising in film and television dramas to achieve the purpose of propaganda and promotion.However,due to lacking of theoretical analysis,these companies just place their products in TV series in obvious and incompatible ways to propagate advertising,ignoring their products' and brand' characters.As a result,many of the communication effects and sales effects of product placements are not Ideally.Based on this situation,this research will search for previous literature research and try to make relevant research on the influencing factors of this issue.TV dramas are the most popular media for placing in the past years and are one of the important types of product placement.There are many influencing factors for ad placement,including factors at the placement level,audience level,and product level.This paper selects the episode relevance level at the placement level as one of the research variables to study its impact on brand attitudes;taking only the influence of univariate into the consideration is too simple,affected by the audience factors and the product itself,the influence of the plot relevance on the placed brand attitude may be more complicated.The characteristics of the placed product and the familiarity of the company brand will be affected.Because of the impact on the communication effect,this article also included the two influencing factors of product involvement and brand familiarity.In this study,the plot correlation degree was divided into strong association and weak association.The product involvement degree was divided into high involvement and low involvement.The brand familiarity was divided into high familiarity and low familiarity.The 2*2*2 intersubject experiment was designed,to study whether there are significant differences in brand attitudes under the eight kinds of experimental conditions,and to test the interaction between variables.The study found that the plot relevance,product involvement and brand familiarity have obvious main effects.Under these three variables,the brand attitude of the audience has significant differences.This conclusion is consistent with previous scholars.At the same time,the study finds that there is a significant interaction between plot relevance and product involvement,brand familiarity,and the degree of relevance of the plot impact on brand attitude of low involvement products is higher than high involvement products,,the degree of relevance of the plot influences on brand attitude of the low familiarity brand more than the high familiarity brand.