| 摘要: | 目前台灣電視頻道常見的「廣告節目化」，常常會以「資訊型節目」形式呈現，在節目中置入商品或廣告，甚至是將廣告包裝成節目。然而，近幾年這類「節目」的製作手法越發精緻，讓閱聽人分不清楚到底是節目或廣告，由於資訊型節目的特殊製播方式，使閱聽人失去對於廣告的戒心，其誇大的內容和商品介紹，則時常誤導閱聽人對商品的認識。
因此，本研究的目的在探討閱聽人對資訊型節目的態度，以及對資訊型節目不同呈現手法的接受度。為深入瞭解閱聽人對資訊型節目的看法，本研究以質化的焦點團體座談方式，來歸納分析閱聽人對資訊型節目的認知與接受度。研究結果顯示，閱聽人在收看之初並不清楚資訊型節目的實際性質，而收看一陣子後，發現此類節目不斷在各頻道重複播出，因此，閱聽人多半在收看節目一段時間後，知曉資訊型節目的性質是廣告。此外，閱聽人大致可接受資訊型節目整體內容，但不一定有購買行為，主要是因閱聽人在對廣告的防衛機制、信任度與接受度三者間，產生了拉扯的力量。其次，資訊型節目的呈現手法以專家的背書和保證效果最好。在資訊型節目爭議的部分，閱聽人皆表示電視畫面打上「廣告」字樣，最能提示閱聽人，避免受騙上當。
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 |
