Taiwan domestic and foreign film audience into acceptance of goods - A Case Study of Ming Chuan University School of Communication

• Main Author: 胡巧玲
• Other Authors: 劉立行
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/5s29ar

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 103 === The use of product placement in the film has become one of the marketing brand manufacturers using the most common approach in recent years, many foreign movies, brand manufacturers at the weight of the budget under the foot, will own brand placement in movies like 2013 release of "Man of Steel" its product placement will amount up to 51 billion Taiwan dollars, Taiwanese films have recently been a lot of movies have brands sponsor, so this article I want to explore, the people of Taiwan in the movie product placement the marketing approach for the acceptance of differences on the domestic and foreign it, and spread Ming Chuan University, for example as a research object. This study used questionnaires to study methods, there were 334 valid questionnaires, confidence level in more than 95% confidence interval 1.43, the error of plus or minus 3 percent. According to survey results showed that the people of Taiwan for the same movie into sex because of the way its acceptance does vary between domestic and foreign, in addition to significant in terms of merchandise into the audience is still the most effective way, made films and differences in the use of domestic slices on product placement approach, apparently foreign chip technology is mature in all respects, the audience is more able to accept the role of choice, made films strong advantage over foreign pieces, most of the audience on the domestic actors have a higher awareness and involvement.