Design Perceptual Awareness Lab (D:PAL), National Taiwan University of Science and Technology (Taiwan Tech), Taipei, Taiwan.
The Department of Industrial and Commercial Design, National Taiwan University of Science and Technology (Taiwan Tech), Taipei, Taiwan.
Sci Rep. 2018 Jun 14;8(1):9117. doi: 10.1038/s41598-018-27294-4.
Stealth placement marketing, where consumers are unaware that they are being marketed to, attempts to reduce the audiences' resistance to traditional persuasive advertising. It is a form of advertising that involves targeted exposure of brands or products incorporated in other works, usually with or without explicit reference to the brands or products. Brand placement can be presented in different visual and auditory forms in video programs. The present study proposed that different 'representations' (i.e., representable or non-representable) and 'sounds' (i.e., speech or musical sound) of brand placement can affect the viewers' perception of the brand. Event-related potential results indicated significant differences in P1, N1, P2, N270, and P3. Further, event-related spectral perturbation results indicated significant differences in theta, alpha, beta, and gamma (30-100 Hz), in the right parietal, right occipital area, and limbic lobe. 'Non-representable' or 'speech sound' brand placement induced significant temporal and spectral EEG dynamics in viewers.
隐形置入式营销，即消费者在不知不觉中被营销，试图降低受众对传统说服性广告的抵触情绪。它是一种广告形式，涉及将品牌或产品有针对性地暴露在其他作品中，通常有或没有对品牌或产品的明确提及。品牌植入可以在视频节目中以不同的视觉和听觉形式呈现。本研究提出，品牌植入的不同“表现形式”（即可表现或不可表现）和“声音”（即语音或音乐声）会影响观众对品牌的感知。事件相关电位的结果表明，P1、N1、P2、N270 和 P3 存在显著差异。此外，事件相关频谱微扰的结果表明，在右顶叶、右枕叶和边缘叶，θ、α、β 和γ（30-100Hz）存在显著差异。“不可表现”或“语音”品牌植入会引起观众的显著时频 EEG 动态变化。
