A Preliminary Study of Perceptual Effect for Post-Production Product Placement on Video Content

• Main Authors: Xiao Han, 韓笑
• Other Authors: Da-Lun,Tang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/06326603527925812523

碩士 === 淡江大學 === 大眾傳播學系碩士班 === 104 === Digital video industry has always played an important role in the development of cultural and creative industries. In recent years， placement marketing has become creative marketing means and popular marketing tool of television industry. In the era of traditional industries transferred to cultural and creative industries， the approach of marketing has fully penetrated into the media around the world. That''s why people began to research on relative academic issues for two reasons， so that they can explore the factors of success in a scientific way. Firstly， placement of advertising marketing has created brilliant outstanding achievements; Secondly， placement marketing has changed the market of advertising industry significantly. However， previous studies mainly focused on preceding information dissemination of placement marketing， reception of audience， and ethical matters. So the research had no major breakthrough in getting rid of product placement in a blunt approach. Therefore， the research paper expects to use new technique， which is the combination of tech video-in and way of tracking experiment， in order to find the importance of perceived level attention in the process of meaning transfer and to offer a new perspective for the academics and the social life. This research begins with analyzing audience’s watching behavior by means of video post placement.