| For the past few years,with the rise of video websites,online TV series advertisements have become more and more diverse.The huge audience of film and television dramas makes it a must for brand marketing.Video website platforms actively respond to market demands and have derived new marketing methods for film and television drama advertisement placement,among which,paste-in advertising is one of them.How effective is this innovative form of advertising? Is it popular with users? These issues are topics of concern to scholars and business circles alike.Starting from this practical problem,this research studies the attitude of the audience of the sticker advertisement from the perspective of the correlation between the slogan and the plot of the sticker advertisement.This study sorts out the research status of product placement.Based on the processing fluency theory and presence theory model,it constructs the relationship between the language and the content,processing fluency,presence and audience attitude(advertising attitude and brand attitude)theoretical model of the influence relationship between attitudes.The model uses the relationship between advertising language and content(visual relationship,auditory relationship,and plot relationship)as independent variables,the audience’s processing fluency and presence as mediator variables,and the audience’s advertising attitude and brand attitude as dependent variables.In this study,a 3 × 2 scenario experiment design was used to complete the experimental process with the help of the data platform,and 330 experimental data were collected,including 286 valid sample data.The research results show that the relationship between advertising language and content has a significant positive impact on audience attitudes(advertising attitudes and brand attitudes).Among them,the effect of plot association was the most significant,followed by auditory association,and finally visual association.Processing fluency and presence completely mediated the relationship between auditory association and brand attitude influence,and partially mediated the relationship between auditory association and advertising attitude influence.Processing fluency and presence partially mediated the relationship between plot relevance and audience attitudes(advertising attitudes and brand attitudes),and visual relevance and audience attitudes(advertising attitudes and brand attitudes).This study puts forward corresponding strategic suggestions for the marketing management of the three main bodies of the in-place advertising—advertisers,brands and platforms. |
