| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 102 === 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.
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