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近年来,产品厂商常运用产品置入手法于电影和电视节目中,产品置入已成为一种新的沟通工具影响着消费者。产品置入是一种将产品以较自然、不能被跳过的广告方式融入于电影或电视节目中,有别于一般传统广告。本研究有鉴于西方学术界在产品置入领域较有成果,因此希望藉由整合西方和台湾地区有关产品置入的相关理论, 以期对产品置入的相关理论基础能有全面的介绍。
In recent years, product manufacturers often use product placement techniques in movies and television shows. Product placement has become a new communication tool that affects consumers. Product placement is a way to integrate products that are more natural and can not be skipped into movies or TV shows, unlike traditional advertising. In view of the successful achievement of western academia in the field of product placement, this study hopes to provide a comprehensive introduction to the relevant theoretical basis of product placement by integrating relevant theories about product placement in the West and Taiwan.