Research on Subliminal Advertising-Take Product Placement for Example

• Main Authors: Mei-Ling Liu, 劉玫伶
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/m8u9sy

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 90 === The purpose of this essay is to understand how subliminal advertising works. Although the morals and effects of subliminal advertising are doubted, it is still used in many aspects. The most common of all is “product placement”. Most foreign studies emphasize the relation between the ways of product placement and product recalls. Neither is there a lot of research about product placement in Taiwan. So this study is going to discuss about the advertising effect of subliminal advertising deeper. Questionnaire was designed to investigate product’s brand awareness, consumers’ attitude toward the movie script, actor, product placement and life style. The following method was used to verify all hypotheses: factor analysis, consistency analysis, variance analysis, T-test, cluster analysis, discriminate analysis and regression analysis. Valid samples in this study were 94. The findings are as following: 1.Brand awareness has significant influence on advertising effect, the higher brand awareness, will result in higher recall rate, attitude and intention of buying. 2.When the brand awareness is high, the higher attitude toward the movie script will have higher recall rate. But no matter how the brand awareness is, the attitude toward the movie script will have no influence on the attitude and intention of buying. 3.When the brand has certain level of awareness, the higher attitude toward product placement will have significant influence on the recall rate, attitude and intention of buying. 4.No matter the brand awareness is higher or lower, audiences’ attitude toward the actor will not have any influence on advertising effect. 5.People with different life style have different attitude toward product placement. However, they have no difference on the advertising effect and other dimensions in this study. 6.People who watched more movies per month will have better advertising effect. Other demographics don’t have significant difference on advertising effect.