Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/125087
題名: 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 "
作者: 錢雨笛
Qian, Yu-Di
貢獻者: 鄭自隆
錢雨笛
Qian,Yu-Di
關鍵詞: 置入性行銷
綜藝節目置入
內容分析
Product placement
Variety show placement
Content analysis
日期: 2019
上傳時間: 7-八月-2019
摘要: 摘要\n\n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:\n1) 《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。\n2) 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。\n3) 「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。\n\n並提出以下適合綜藝節目置入的商品類型之實務建議:\n1) 商品性質與綜藝節目性質相匹配;\n2) 商品類型適合綜藝節目運鏡;\n3) 商品主打資訊在綜藝節目中能得以體現。\n\n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。\n\n關鍵字: 置入性行銷、綜藝節目置入、內容分析
Abstract\n\nThis 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:\n1) The " Who`s the Murderer " placed similar product types and placement patterns in three quarters.\n2) Rationality products use "visual placement" to emphasize the performance, popularity, and standards. Sensitive products use "audio placement" to emphasize the personalization and appearance.\n3) 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".\n\nAnd put forward the following practical suggestions for the suitable types of goods of variety shows:\n1) The nature of the commodity matches the nature of the variety show;\n2) The type of merchandise is suitable for the variety show;\n3) The main product information can be reflected in the variety show.\n\nThis 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.\n\nKey words: Product placement,Variety show placement , Content analysis
參考文獻: 中文部分\n王石番(1985)。《傳播內容分析法》。臺北:幼獅。\n王泰俐(2011)。〈政府訊息置入電視新聞性節目的文本分析與閱聽人研究〉,《中華傳播學刊》,20,25-43。\n王祺涵(2016)。《網絡自製綜藝節目植入廣告的受眾接受研究—以〈奇葩說〉為例》,南京財經大學新聞學院碩士論文。\n中國互聯網絡信息中心(2018)。中國互聯網絡發展統計報告。取自:http://www.cac.gov.cn/2018zt/cnnic41/index.htm\n付曉光、馬梁英(2016)。〈去粗取精 蓄勢發力—2016年度網絡綜藝節目發展綜述〉,《電視研究》,328,22-24。\n艾俊峰(2015)。《網絡自製劇植入式廣告研究》,重慶工商大學廣告學碩士論文。\n林照真(2011)。〈新瓶裝「假」酒?:有關新媒體置入性行銷的分析與批判〉,《中華傳播學刊》,20,95-144。\n李易(2016)。〈“互聯網+”背景下網絡綜藝節目發展模式評析〉,《中國電視》,110-112。\n李家興(2014)。《微電影廣告訊息涉入度對廣告效果之影響》。元智大學資訊傳播學系碩士論文。\n李梁(2016)。《綜藝節目品牌植入傳播效果的影響因素研究—以〈全員加速中〉節目為例》。南京大學傳播學系碩士論文。\n馬繼康(2000)。《廣告學Q&A》,臺北:風雲論壇出版社。\n陳柏憲(2015)。《搜尋品與經驗品廣告訊息傳遞:理性與感性訴求之應用》。國立中興大學科技管理研究所碩士論文。\n陳炳宏(2007)。〈置入性行銷:爭議與解套〉,《目擊者》,第59期。\n張時健(2005)。《台灣節目製作業的商品化歷程分析:一個批判政治經濟學的考察》。國立政治大學廣播電視學系碩士論文。\n張毓純(2005)。《品牌置入是道具,還是情節?》,動腦雜誌2005年5月號第349緝。\n唐英、尚冰靚(2016)。〈大數據背景下網絡自製綜藝節目的特徵及趨勢探討〉,《新聞界》,5,49-52。\n許安琪(2005)。〈置入?植入?製入?智入?從多元觀點檢視置入性行銷〉,《中華傳播學刊》,8:161-178。\n黃于玲(2001)。《新聞網站網路廣告訊息之內容分析研究》,國立政治大學廣告所碩士論文。\n黃怡婷(2005)。《電視談話性節目產品置入之探討》。世新大學公共關係暨廣告研究所論文。\n黃國師(2005)。〈「置入性行銷」是電視媒體的甜點還是雞肋?〉《中華傳播學刊》,8:17-25。\n黃麗璸(2007)。〈電台節目置入性行銷探討:--以國泰人壽贊助飛碟電台《行銷大贏家》節目為例〉。世新大學傳播研究所碩士在職專班碩士論文。\n曾琪(2018)。〈2017中國視頻網站自製網絡綜藝節目發展回顧與趨勢分析〉,《聲屏世界》,4,16-18。\n楊朝明(2008)。〈從購買決策模型(FCB Model)中探討雙關廣告的幽默效果〉,《設計學研究》11卷1期,P44-64。\n顏伯勤(1981)。《廣告學》。台北:三民書局。\n樊志育(1991)。《廣告學》。台北:三民書局。\n劉波、張瑩(2017)。《〈明星大偵探〉:推理類網絡綜藝節目的一種傳播範式》,《電視研究》,326,44-46。\n劉家榮(2004)。《置入式廣告與一般廣告對廣告溝通效果的影響—以產品涉入程度與品牌辨識程度為干擾變項》。東吳大學國際貿易學研究所論文。\n劉航(2017)。〈國內網絡自製綜藝節目發展與變革研究〉,《南方論壇》,4,24-26。\n鄭自隆(2000)。《台灣網路廣告趨勢分析》。台灣有線視訊寬頻網路發展協進會專案研究。\n鄭自隆(2003/4)。〈置入式行銷不是毒蛇猛獸〉,動腦雜誌,第324輯,頁70-71.\n鄭自隆(2003/12)。〈置入式行銷 應該規範、不必禁止〉,自由新聞網。\n鄭自隆(2008)。《電視置入—型式、效果與倫理》。台北:正中書局。\n鄭自隆(2015).《傳播研究與效果評估》。台北:五南圖書。\n鄭錚、蔣軼、黃麗娟(2015)。〈國內網絡自製綜藝節目現狀與發展趨勢研究〉,《影視》,108-110。\n翟志平、樊志育(2002),《廣告設計學》,台北:揚智文化。\n覃彥玲(2015)。《廣告學》,台北:元華文創。\n喻國明(2011)。〈植入式廣告:研究框架、規則構建與效果評測〉,《國際新聞界》,4,6-23。\n蔡樹培(2005)。〈電視新聞性置入行銷:行銷視野之探討〉,《中華傳播學刊》,8,3-15。\n蕭湘文(2005)。《廣告傳播》。台北:威仕曼文化公司。\n謝宥慧(2003)。《置入性行銷電子媒介對消費者品牌態度之影響》。東吳大學商學院企業管理學系碩士論文。\n蘇文彬(2006)。《台灣電視節目置入式行銷廣告效果之研究》。銘傳大學傳播管理所論文。\n\n英文部分\nAbernethy, A. M., & Butler, D. D. (1992). Advertising Information: Services versus Products. Journal of Retailing, 68(4), 398-419.\nAbernethy, A. M.,& Franke, G. R. (1996) . The information content of advertising: A meta-analysis. Journal of Advertising, 25(2), 1-17.\nAuty, S., & Lewis, C. (2004). Exploring children`s choice: The reminder effect of product placement. Psychology and Marketing , 21, 699-715.\nBalasubramanian, S. K. (1994). Beyond Advertising & Publicity: Hybrid Messages and Public Policy Issues. Journal of Advertising, 23(4), 29-46.\nBalasubramanian, S. K., Karrh, J., & Patwardhan H. (2006). Audience Response to Product Placements: An Integrative Framework and Future Research Agenda. Journal of Advertising, 35(3), 115-141.\nBrian, T. R. (1987). New Insights About the FCB Grid. Journal of Advertising Research , 27(4), 24-38.\nCarrie, L. F., & Steven, M. E. (2006). Product Placement: How Brand Appear on Television. Journal of Advertising, 35 (4), 65-86.\nd’Astous, A., & Chartier, F. (2000). A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues and Research in Advertising, 22 (2), 31–40.\nGupta, P. B., Balasubramanian, S. K., & Klassen, M. L. (2000). Viewers` Evaluations of Product Placements in Movies: Public Policy Issues and Managerial Implications. Journal of Current Issues and Research in Advertising, 22(2),41-52.\nGupta, P. B., & Lord, K. R.(1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues and Research in Advertising, 20(1), 47-59.\nMark, C. M. (1999, April). Hollywood, the Ad. The Atlantic Monthly, p. 43.\nJames, A. K.( 1998). Brand Placement: A Review. Journal of Current Issues and Research in Advertising, 20(2),31-49.
\nKathleen, M. ( 2002). Integrating advertising theories with conceptual models of services advertising. The Journal of Services Marketing, 16(5), 460-476.\nKarrh, J. A. (1998). Brand Placement: A Review. Journal of Current Issues and Research in Advertising, 20(2), 31-50.\nLaczniak, G. R. (1979). Information Content in Print Advertising. Journalism Quarterly,56,324-327.\nLaw, S., & Braun, K. A. (2000). I’ll Have What She’s Having: Gauging the Impact of Product Placements on Viewers. Psychology and Marketing, 17(12), 1059-1075.\nLaw, S.,& Braun, K. A. (2004). Product placements: How to measure their impact? In L. J. Shrum (Ed.). The psychology of entertainment media: Blurring the lines between entertainment and persuasion (pp. 63–78). Mahwah, NJ: Lawrence Erlbaum.\nNeijens, P. C., & Smit, E. G. (2003). Audience reactions towards non-spot advertising: Influence of viewer and program characteristics. In F. Hansen & L. B. Christensen (Eds.), Branding and advertising (pp. 266–283). Copenhagen: Copenhagen Business School Press.\nReijmersdal, E. A., Neijens, P. C., & Smit, E. G. (2007). Effects of television brand placement on brand image. Psychology and Marketing, 24 (5), 403–420.\nResnik, A., & Bruce L. S.(1977). An Analysis of Information Content in Television Advertising. Journal of Marketing , 41(January), 50-53.\nRossiter, J. R., L. Percy & R. J. Donovan (1991). A Better Advertising Planning Grid. J.Advertising Res., 31(5), NY.\nRussell, C. A. (1998). Toward A Framework of Product Placement: Theory Propositions. Advances in Consumer Research, 25, 357-362.\nRussell, C. A. (2002). Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude. Journal of Consumer Research, 29 (December),306–318.\nRussell, C. R., &Stern, B. B. (2006). Consumers, Characters, And Products: A Balance Model of Sitcom Product Placement Effects. Journal of Advertising, 35( 1),7-21.\nStern, B. L., Dean M. K. & Alan, R.(1981). Magazine Advertising: An Analysis of Information Content. Journal of Advertising Research, 21,39-44.\nStafford, M. R. (1996). Tangibility in services advertising: an investigation of verbal versus visual cues. Journal of Advertising, 25(3),13-29.\nShrum, L. J.(1996). Psychological processes underlying cultivation effects: Further tests of construct accessibility. Human Communication Research,
Oxford: Vol. 22, Iss. 4(Jun); pg. 482, 1 pgs\nPetty, R. E., & Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag.\nWeaver, D. T., & Oliver, M. B. (2000). Television programs and advertising: Measuring the effectiveness of product placements within Seinfeld. Paper presented at the Annual Conference of the International Communication Association, Acapulco, Mexico.\nWeinberger, M. G., & Harlan E. S. (1989). A Situational View of Information Content in TV advertising in the U.S. and the U. K. Journal of Marketing, 53 (January), 89-94.\nZaichkowsky, J. L.(1985). Measuring the Involvement Construct. Journal of Consumer Research, 12, 341-352.\nZinkhan G. M., Johnson M.,& Zinkhan F. C. (1992). Differences between product and service television commercials. Journal of Service Marketing, 6 (3), 59-66.
描述: 碩士
國立政治大學
傳播學院傳播碩士學位學程
105464063
資料來源: http://thesis.lib.nccu.edu.tw/record/#G0105464063
資料類型: thesis
Appears in Collections:學位論文

Files in This Item:
File SizeFormat
406301.pdf1.2 MBAdobe PDF2View/Open
Show full item record

Google ScholarTM

Check

Altmetric

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.