In the present day, program-length infomercial is pretty common on TV channel in Taiwan, mostly approach just like infomercial.Which placed advertisement or goods in the program, and even packed advertising into the program will look just like a program.
However, the production methods are much better in recent years in such program. This kind of program broadcasting usually makes the audience can not understand this program is exact program or it’s just an advertising show. As to this kind of special way to produced and broadcast the infomercial, always makes the audience lose the Caution to advertise, the introduce and detail of the product are usually be exaggerated, and this situation may make the audience misunderstanding the real production!
Therefore, the purpose of this study is to explore the audience's attitude on the infomercial, and their acceptance of the different types of infomercial. In order to understand the viewpoint of the audience about infomercial, this study is taking the method of focus group interview to discuss the audience’s awareness and acceptance
of infomercial.
The results show that audiences are aware of the nature of infomercial is advertisement. In addition, most of audience accept the overall content, but not necessarily buying behavior. Secondly, regarding to the approach infomercial, the best effective is provide by expert guarantee. In the part of controversial of infomercial, audience said that put advertisement symbol on TV screen is the most effective for the audience to avoid be cheated.
Keywords：Audience's Acceptance、Infomercial、Produce Placement、Commercialized
TV Program
