植入廣告畢業(yè)論文外文翻譯

1、<p><b>　　一、外文原文</b></p><p>　　Product Placement Growing </p><p>　　Most Recent Numbers Total $1.5 Billion</p><p>　　By Jon Lafayette</p><p>　　Product plac

2、ement has become a huge business both in the U.S. and abroad, as anyone who has seen Courtenay Cox drive around in a Pontiac Solstice in FX's "Dirt" could tell you.</p><p>　　A new report from P

3、Q Media confirms that impression, with figures showing that the U.S. was the largest market for paid product placement at about $1.5 billion in 2005. That's up 49 percent from 2004. With barter and value-added deals

4、factored in, the value of product placement in the U.S. during 2005 rises to $6.2 billion.</p><p>　　Television, which accounts for the biggest chunk of paid product placement, grew 70.5 percent to $941.2 mil

5、lion in 2005, while placements in film were worth $499.8 million, up 23 percent.</p><p>　　Globally, the paid-product-placement market was $2.45 billion, up 40.3 percent. If the value of non-paid placements i

6、s included, the market would be $6.24 billion, up 27.8 percent from 2004. Television accounted for the bulk of paid product placement spending in 2005 at $1.6 billion worldwide, up 51 percent from 2004.</p><p&

7、gt;　　The report called product placement "one of the fastest-rising stars of this new media order." The growth is fueled by the perception that ad-skipping technology is negatively impacting the 30-second spot,

8、 driving brand marketers to seek alternatives such as product images embedded in the program rather than during commercial breaks.</p><p>　　That explains the rapid growth of placement at a time when traditio

9、nal spending on TV ads is virtually flat.</p><p>　　In the U.S., the biggest spending category is transportation and parts, which is also the top traditional advertising spender. Other big users of product pl

10、acement include apparel and accessories; food and beverage; travel and leisure; and media and entertainment.</p><p>　　The growth will continue, according to PQ Media.</p><p>　　In the U.S., paid

11、product placement is expected to hit $5.5 billion in 2010, a 29.6 compounded annual growth rate. The value of paid TV placement should rise by 34 percent annually to $4.1 billion.</p><p>　　Globally, the valu

12、e of paid product placement in 2010 is expected to hit $8.1 billion. That's a compounded annual growth rate of 27.1 percent. About $6.1 billion of that will be on television, which is growing at a 29.8 annual percent

13、age rate.</p><p>　　Product placement is defined as a process through which an advertiser integrates a product into selected media, most often television and film, for clear visibility. PQ Media noted that al

14、though the product is visible, it is often not the focus, as it needs to fit almost seamlessly into the context of a scene or story.</p><p>　　PQ Media noted that product integration is a special type of prod

15、uct placement in which the advertiser's product is central to the program's plot line.</p><p>　　The report discussed three ways an advertiser can provide compensation for product placement: The first

16、 is straight pay; the second is barter, in which the product itself is the compensation. In both of these cases, PQ values the product based on the quality of the placement. The third way an advertiser can provide compen

17、sation for product placement is when it is considered value-added and included in the purchase of more traditional ad time. As with barter arrangements, PG looks at the exposure</p><p>　　According to PQ Medi

18、a's Opinion Leader Panel, paid placements are overwhelmingly replacing barter and added-value arrangements. "In addition, brand marketers are becoming more aware of the quality of placement by using various meas

19、urement tools and seeking better integration of their products into television programs and films," the report said.</p><p>　　PQ Media's methodology for its study is a combination of its Global Opin

20、ion Leader Panel, which includes more than 50 of the world's leading authorities in product placement, its proprietary Spend Track database and exclusive econometric modeling.</p><p>　　The research compa

21、ny said it believes in separating paid-placement spending from the value of barter and exposure of non-paid placements in order to reflect demand in the marketplace for product placement. 二、譯文</p><p><b&g

22、t;　　植入廣告成長(zhǎng)</b></p><p>　　最新數(shù)據(jù)總計(jì)15億美元</p><p><b>　　作者：?jiǎn)潭?拉斐特</b></p><p>　　植入廣告在美國(guó)以及國(guó)外都已經(jīng)成為了一個(gè)巨大的產(chǎn)業(yè)，任何看過(guò)柯特妮?考克斯在FX電視臺(tái)推出的電視劇《流言》中開著龐蒂克至點(diǎn)車的人都能告訴你這一點(diǎn)。</p><p>

23、;　　PQ媒體最新報(bào)告證實(shí)了這個(gè)想法，其數(shù)據(jù)資料顯示美國(guó)是植入廣告花費(fèi)最大的市場(chǎng)，在2005年約達(dá)到了15億美元，比2004年增長(zhǎng)了49%。如果再加上物物交換和增值交易，那么美國(guó)植入廣告的價(jià)值在2005年就上升到了62億美元。</p><p>　　電視媒體算是植入廣告花費(fèi)的大頭，在2005年增長(zhǎng)了70.5%，價(jià)值達(dá)9412萬(wàn)美元，而在電影中植入廣告的價(jià)值也達(dá)到了4998萬(wàn)美元，增長(zhǎng)了23%。</p>

24、<p>　　全球市場(chǎng)上，植入廣告市場(chǎng)價(jià)值已經(jīng)達(dá)到24.5億美元，增長(zhǎng)40.3%。如果算上沒(méi)有付費(fèi)的植入廣告的價(jià)值，那么全球市場(chǎng)將達(dá)到64.4億美元，比2004年同比增長(zhǎng)27.8%。2005年全球電視媒體占了付費(fèi)植入廣告花費(fèi)的大部分，達(dá)到了16億美元，比2004年同比增長(zhǎng)了51%。</p><p>　　報(bào)告中稱，植入廣告是“新媒體秩序中增長(zhǎng)最快的明星之一”，它的增長(zhǎng)得益于廣告跳過(guò)技術(shù)對(duì)30秒廣告產(chǎn)生負(fù)面

25、影響的觀念，這一觀念驅(qū)使品牌營(yíng)銷人員尋找其他可替代的方式例如將產(chǎn)品信息植入到節(jié)目中，而不是插入廣告時(shí)間。</p><p>　　這就解釋了為什么植入廣告在一段時(shí)間內(nèi)快速增長(zhǎng)而傳統(tǒng)電視廣告的花費(fèi)卻日趨平衡。</p><p>　　在美國(guó)，花費(fèi)最大的行業(yè)是交通業(yè)及其相關(guān)行業(yè)，同時(shí)也是最傳統(tǒng)的廣告花費(fèi)的所在。其他較大的植入廣告花費(fèi)有服裝及飾品，食品和飲料，旅游休閑以及媒體和娛樂(lè)。</p>

26、<p>　　根據(jù)PQ媒體研究，增長(zhǎng)還將繼續(xù)。</p><p>　　2010年．美國(guó)付費(fèi)植入廣告有望達(dá)到55億美元，年復(fù)合增長(zhǎng)率為29.6%。付費(fèi)電視植入廣告的價(jià)值將每年上升34%達(dá)到41億美元。</p><p>　　全球付費(fèi)植入廣告的價(jià)值在2010年有望突破81億美元，年復(fù)合增長(zhǎng)率為27.1%。其中電視大約占61億美元，年增長(zhǎng)率為29.8%。</p><p

27、>　　植入廣告被定義為廣告人將產(chǎn)品融入到所選媒體中的一個(gè)過(guò)程，通常其選擇的媒體是電視和電影，因?yàn)樗麄冇泻芎玫囊曈X(jué)效果。但PQ媒體卻指出，盡管產(chǎn)品是可見的，但它通常不是視覺(jué)的焦點(diǎn)，因?yàn)樗仨氁恢圹E的完全融入到電影電視場(chǎng)景或劇情中。</p><p>　　PQ媒介研究指出產(chǎn)品整合是一種特殊類型的植入廣告。在這種類型中廣告主的產(chǎn)品是節(jié)目情節(jié)線的中心點(diǎn)。</p><p>　　這個(gè)報(bào)告討論了

28、三種廣告主為植入廣告提供補(bǔ)償?shù)姆绞剑旱谝环N是直接支付；第二種是物物交換，在這里產(chǎn)品本身就是補(bǔ)償。在這兩種情況下，PQ媒介研究評(píng)估產(chǎn)品根據(jù)的是植入廣告的質(zhì)量。第三種廣告主能為產(chǎn)品提供補(bǔ)償?shù)姆绞绞钱?dāng)產(chǎn)品被認(rèn)為是增值的且包括在更傳統(tǒng)的廣告時(shí)間里購(gòu)買的。對(duì)于物物交換的補(bǔ)償方式，PG把植入廣告的曝光率作為參考價(jià)值進(jìn)行研究。</p><p>　　根據(jù)PQ媒體的意見領(lǐng)袖小組，付費(fèi)植入廣告將全面取代物物交換和價(jià)值增長(zhǎng)方式?！俺?/p>

29、之外，品牌營(yíng)銷人員也變得越來(lái)越重視通過(guò)使用各種測(cè)量工具和尋找更好的整合手段使產(chǎn)品融入到電視節(jié)目和電影中提高植入廣告的質(zhì)量?！痹搱?bào)告指出。</p><p>　　PQ媒體的研究方法是全球意見領(lǐng)袖小組的結(jié)合，其中包括了50多家研究植入廣告方面的世界領(lǐng)先權(quán)威機(jī)構(gòu)，專有的Spend Track數(shù)據(jù)庫(kù)和專用的經(jīng)濟(jì)計(jì)量模型。</p><p>　　該研究公司表示，它相信把付費(fèi)植入廣告花費(fèi)與物物交換的價(jià)值和