The Influence of Movie Genre on Audience Reaction to Product Placement

The impact of movie type on audience response to product placement: The use of branding in today's movies is very obvious. The success of the brand that reported significant revenue growth depends in part on the type of movie the brand belongs to. In this paper, we studied the influence of 200 kinds of college students on the positioning of brands. Students saw a 30 - minute film clip based on the classification of genre comedy, drama, science fiction novel, and evaluated it, and then responded to the questionnaire.

Because branded products are important targets in specific scenarios, increasing product placement within the film will help viewers define their lifestyle elements (Russell and Stern, 2006) . A previous study on the relationship between characters and products (Hirschman, Scott and Wells, 1998; Solomon and Greenberg, 1993) confirms the clues of the "psychological culture" of the brand as a constructive constituent for the audience (Sherry, 1995). Because the type of movies depends on well-depicted social and cultural scenes reflecting the importance of today's consumption patterns, such as clothes, cosmetics, household items, foods, drinks, etc., interact with these products People tend to increase this psychological aspect. , 1996)). In addition, the higher the viewing frequency of the movie, the more the audience will become accustomed to the specific consumption pattern conventionally described in the movie scene (Gupta end Gould, 1997).

Some scholars believe that placement of products may inherently influence film creativity and creativity, as filmmakers can rewrite scripts to integrate products. Most typically, product placement and goods are most successful in certain types of movies, which ultimately may limit the diversity of movies. As with most marketing strategies, the product display creates clear and implicit advertisement results. The dominant influence can be observed directly and usually it can be seen with a higher recovery scores. They are closely related to conscious ideas. Changes in behavior can observe implicit effects - just like high willingness to purchase. They are totally based on subconscious mind. Hidden effects are related by purchasing decisions and therefore are more valuable than explicit correspondence.

The placement of the product affects the audience with the subconscious mind of the conscious level. Science shows that there is no need for a clear and conscious effect to activate the subconscious effect. For example, competitors' brands may be excluded from audience consideration depending on the placement of products - subconscious. People also want to avoid consumer advertising defense reactions by focusing on the potential functions of the product layout. After seeing Seifeld's episodes of visual, auditory and audio-visual products, the best visual product placement for the recalled audiovisual product placement was fewer and the audio arrangement was the least showed. In recognition tests, the audiovisual still remembers the highest, but the audio position is remembered by people, and the visual display position is remembered the third.