媒體娛樂效果與菸酒置入以電視影集《廣告狂人》為例

The Effect of Media Entertainment and Product Placement of Tobacco and Alcohol: The Case of TV Series "Madmen"

潘家鑫(Chia-Hsin Pan)

《中國廣告學刊》 16期 (2011/03) Pp. 91-106

https://doi.org/10.29986/TJA.201103.0006

摘要

說故事仍是二十一世紀媒體娛樂的主要型式，包括虛構與寫實的敘事，而產品置入則是始終以贊助或付費等方式出現在影音媒體之中，早在一八九六年Lumiere兄弟的早期電影中，就有啤酒的置入。而最受批評的產品置入則是菸商與娛樂工業的結合，菸品的露出被認為是要引誘未成年人吸菸。本研究從媒體娛樂效果及菸酒產品置入的本質，進行相關文獻分析，以期對於菸酒置入進行客觀的實證研究，並探討菸酒產品置入於美國影集的型式、閱聽人娛樂媒體程度及情緒反應，對於閱聽人菸酒態度的影響效果。研究結果支持過去的研究發現，菸酒產品的長時間置入電視節目可能引起閱聽人的負面反應，並且置入引起的負面情緒反應將影響其對於菸酒的負面態度。在實務上，就算菸酒產品在法令限制下，只能以置入性行銷等的方式促銷，加深閱聽人對產品的印象，但本研究發現其說服效果仍然有限，甚至有造成反效果的可能。此外，本研究結果並未支持媒體娛樂效果對於菸酒產品置入的假設。

關鍵字

酒品 ； 產品置入 ； 菸品 ； 媒體娛樂 ； 電視影集

並列摘要

In the 21st(superscript s)century, storytelling is still the main course of media entertainment, most1y as fictional narrative but also in nonfictional formats. On the other hand, product placement is essentially the sponsored or paid exposure of products within visual and auditory media. In 1896, a bottle of beer without brand label was placed in one of the early Lumiere brothers' films. One of the most criticized product placement was the alliance between tobacco manufacturers and entertainment industry. The product placement is perceived as an overt attempt to introduce cigarettes to children.This study attempts to analyze the related literature from the perspectives of media entertainment and product placement in order to do an objective and empirical study. The purpose of the present study is to investigate how ways of product placement of tobacco and alcohol in American TV series, audiences' levels of media entertainment, and emotional responses affect their tobacco and alcohol related attitudes. Research findings are in accord with previous studies: Longer time product placement of alcohol and tobacco will elicit audiences' negative responses. Product placement elicited negative emotions will affect negative attitudes toward alcohol and tobacco. In practice, this study finds limited, even negative persuasion effect of product placement marketing for tobacco and alcohol. Moreover, the present study dose not support the hypothesis of media entertainment effects on product placement of tobacco and alcohol.

並列關鍵字

alcohol ； media entertainment ； product placement ； tobacco ； TV series