Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/125087


Title: 網路綜藝節目操作置入分析 —芒果TV《明星大偵探》個案研究
An analysis of product placement in self-made network variety show — A case study of ";Who's the Murderer "
Authors: 錢雨笛
Qian, Yu-Di
Contributors: 鄭自隆
錢雨笛
Qian,Yu-Di
Keywords: 置入性行銷
綜藝節目置入
內容分析
Product placement
Variety show placement
Content analysis
Date: 2019
Issue Date: 2019-08-07 17:16:55 (UTC+8)
Abstract: 摘要

本研究以湖南衛視芒果tv大型自製明星角色扮演推理真人秀節目《明星大偵探》為研究對象,檢視置入時間、商品類型、置入型態與商品訊息之間的相關性。本研究發現:
1) 《明星大偵探》三季置入商品類型、置入型態相似,並無顯著變化。
2) 理性商品常用「視覺置入」來強調其性能、大眾化、標準、;而感性商品常用「聽覺置入」來強調其品味個性化、外觀包裝。
3) 「性能」、「外觀/包裝」之商品資訊簡明易懂,常以「視覺置入」手法呈現。而「品味」等較為抽象複雜的資訊, 則需通過對白或旁白「聽覺置入」手法加以輔助呈現。

並提出以下適合綜藝節目置入的商品類型之實務建議:
1) 商品性質與綜藝節目性質相匹配;
2) 商品類型適合綜藝節目運鏡;
3) 商品主打資訊在綜藝節目中能得以體現。

本研究主張:若綜藝節目中置入商品能以自然巧妙幽默的方式呈現,不中斷閱聽眾收視情緒,不干涉節目流程為前提,綜藝節目廣告商品置入定能提升節目的拍攝品質,提高閱聽眾之觀賞興趣,成為贊助商、製片商與閱聽眾間共贏的行銷策略。

關鍵字: 置入性行銷、綜藝節目置入、內容分析
Abstract

This study takes Hunan Satellite TV Mango tv reality show " Who's the Murderer " as the research object, and examines the correlation between placement time, product type, placement type and commodity information. This study found that:
1) The " Who's the Murderer " placed similar product types and placement patterns in three quarters.
2) Rationality products use "visual placement" to emphasize the performance, popularity, and standards. Sensitive products use "audio placement" to emphasize the personalization and appearance.
3) The information of "Performance" and "Appearance " is often presented in "visual placement". More abstract and complex information such as "taste" needs to be assisted by "audio placement".

And put forward the following practical suggestions for the suitable types of goods of variety shows:
1) The nature of the commodity matches the nature of the variety show;
2) The type of merchandise is suitable for the variety show;
3) The main product information can be reflected in the variety show.

This study argues that if the products placed in the variety show can be presented in a natural and ingenious way, without prejudice to the audience's viewing mood and without interfering with the program flow, the variety product advertising product placement will definitely improve the shooting quality of the program and improve reading. The audience's viewing interest has become a marketing strategy for sponsors, producers and readers.

Key words: Product placement,Variety show placement , Content analysis
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
105464063
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105464063
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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