英语翻译In future studies,it would be interesting to extend the

英语翻译
In future studies,it would be interesting to extend the methodology used in this research to the case of PPL in motion pictures.Using Shapiro's (1993) classification,one could look at the impact of different types of PPL on movie goers' reactions.A priori,several factors would appear to moderate PPL effects such as the actor's reputation and sex,the type of movie,the product category,and so on (see d'Astous et al.,1997).This is an area where research is scarce and badly needed.
One should keep in mind,however,the limitations of vignettes as experimental stimuli.Vignettes create an artificial environment that is not really representative of normal situations.It is not clear,for instance,that the effects observed in this research would be replicated with real PPLs.Future research in this area should consider using real PPLs as stimulus materials in order to see if the results presented in this paper can be generalised.In addition,it is difficult to control everything in a vignette and consumer reactions may be affected by all types of information.For instance,the vignettes used in this study identified various television programs in order to be as realistic as possible.Consumer reactions to PPLs may have been affected by the specific feelings created by these programs.How a specific PPL is done (dramatic effects,humour,etc.) may also impact on consumer feelings and affect PPL effectiveness.Real PPLs would probably be more relevant as stimulus materials to study these issues.
The use of qualitative research would be useful to try to understand better how consumers interpret (in a large sense) PPLs in different contexts.While this study has examined the impact of different types of PPL on consumers' reactions (a passive perspective),it would be appropriate in future research to explore what consumers get from this form of marketing communication (a
more active perspective).Using qualitative research,O'Donohue (1994) has shown that consumers get several gratifications out of advertising (e.g.information,reinforcement of attitudes and values,aspiration and role models).Her approach could be well extended to the case of product placements.Along these lines,Wright's (1986) idea that people form intuitive theories about marketers' influence tactics is very relevant.Consumers probably have simple theories concerning the effectiveness of different strategies of product placement in television programs and it would be interesting to study these theories and compare them with results obtained in a study like that presented in this article.
These are interesting and important issues to be addressed by future research.We hope that this preliminary study will encourage marketing researchers to get involved in this fascinating research area.

最后一段：这些是很有趣和很重要的问题需要在未来研究中解决,我们希望这初步的学习将会得到鼓励营销人员去参与这迷人的研究领域.
前3段好有难度的说!