情節連結與角色喜好對戲劇內容之產品置入效果研究

Abstract

本研究主要嘗試以廣告效果及娛樂效果雙元路徑探討產品置入，希望了解觀眾在娛樂媒介中同時接收到娛樂內容及行銷資訊時其整體觀影感受（享樂感）如何，並檢視產品應該在什麼情況下置入，以滿足觀眾享樂感也能提高品牌態度，使得娛樂效果和廣告效益同時併存。理論方面，研究主要引用Russell和諧模型（balance model）作為主要概念，並以娛樂媒介角度帶入情感傾向理論（Affect disposition theory, ADT），支持說明觀眾會受到劇中角色或演員的移情進而對產品產生情感的轉換。因此本研究在研究方法上分為兩階段，採取實驗法以及深度訪談法質量並行來探究上述問題。 第一階段實驗法的研究以情節連結度、角色喜好作為操控變項，探討兩項因素對品牌態度及享樂感的影響，並加入演員喜好作為調節變項，觀影涉入為中介變項一同檢視。第二階段深度訪談則分為觀眾及電視產製端的專業人士，進一步了解觀眾電視劇出現產品置入時其心理感知，以及實務界在產品置入電視劇的操作概念。整體而言研究主要發現，產品置入過程中娛樂效果能協助提升廣告效果，且觀眾的觀影涉入程度是影響娛樂效果和廣告效果的途徑。而觀眾對於產品的情節連結程度以及造成觀眾突兀感受的反應相似，觀眾強調刻意程度以及合理性為主要因素。同時研究也發現，以角色和演員對產品置入的影響來說，觀眾尤其在乎演員喜好。此外，觀眾個體的產品置入接受態度也是影響置入廣告效果的關鍵之一。

The aim of this study is to investigate product placement in advertising and entertainment media effects. This article examines the impact of three essential brand placement characteristics – plot connection, character liking and audience involvement - on brand attitudes towards and audience enjoyment in dramas. To explain these effects, the study based on Balance model from Russell (2006) and Affect disposition theory (ADT) from entertainment media studys. And we conduct an experiment and an in-depth interview to investigate product placement in advertising and entertainment media effects. And the result shows that enjoyment could make audience having positive brand attitude to the product in dramas. It means that enjoyment might be a majority element or a processs in product placement effects. Besides, most of the audience consider that plot connection and suddenly or unusual feeling of product placement are usually appeared by purposely and unreasonably. To solve the problem, the study finds out that actor or actress liking might be the most significant element to raise enjoyment, and could supporting the brand attitude in drama.