| 摘要: | 在我們欣賞電視劇、電影、娛樂節目之餘，不難發現有各式各樣的產品及品牌出現在其中，當產品或品牌被自然而然地融入電視劇、電影裡，閱聽人就能對產品或品牌留下一定程度的印象，此種廣告方式便稱為置入性行銷。根據韓國廣播電視法，2010年1月26日置入性行銷正式合法化，企業開始大方贊助及投資，其後韓國電視劇中便大量置入各種產品，韓國電視劇在世界各地廣為播放的同時，相對能帶動電視劇閱聽人對於置入性行銷產品的購買意願，加深對該產品的印象。
《來自星星的你》是近期風靡亞洲圈的韓國電視劇，該電視劇以成功的置入性行銷，創造出龐大的經濟效益。本研究欲探討韓國電視劇《來自星星的你》劇中置入性行銷的案例，以及置入性行銷帶動的各個層面之周邊效益，包括觀光層面、飲食層面、科技層面和服飾與化妝品層面，從中深入瞭解成功融入《來自星星的你》之置入項目以及韓國如何成功將產品融合於韓國電視劇中，並行銷到全國各地，甚至遠至海外多國。
研究結果發現，置入的產品是否融入劇情、是否符合角色的形象，以及曝光次數的多寡都會影響置入性行銷的效果，而成功的置入性行銷不僅可以透過電視劇來促進觀光發展，也能推廣、行銷國產品、飲食等至海外。《來自星星的你》能夠如此的成功置入是仰賴政府與產業的相輔相成，韓國政府適度鬆綁法規，廠商挹注資金供電視劇拍攝，而電視劇置入廠商的產品在劇中提高曝光，使得電視劇製作單位能夠利用高成本製作出高品質的節目。
希冀我國可以從韓國電視劇的置入性行銷手法中獲得啟發，製作出如同《來自星星的你》一般，能夠帶動多方面效益之台灣電視劇，讓台灣的國產品、觀光景點、飲食文化得以在國際間享譽盛名。
While enjoying TV shows, movies, and entertainments, it’s usually not difficult to find avariety of products’ and brands’ appearance. The phenomenon when a product or a brand isnaturally integrated into the media, which to some degree makes the audience having strong impression on it, is a typical way of marketing called “Product Placement”. According to the Korean Broadcasting Act, authority formally legalized product placement on January 26, 2010. Since then, companies began to provide sponsorship and investment to producers, making Korean media full of tens of thousands products and brands. As Korean dramas widely broadcast all over the world, they deep impress the product to audience’s mind and even stimulate their purchase intention.
The recent rage Korean drama “My Love from the Star” is well known for its successful marketing tactics to create huge economicrevenue. To get the key successful factors of the drama’s product placement skill, this research investigates the marketing cases and the surrounding effects from all aspects, including tourist level, dietary level, technological level, and at the level of clothing and cosmetics. The object of this paper is to get the idea ofhow the Korea dramas successfully integrate products and brands, marketing them across the country and throughout the world.
Research finds that whether the product is fit into the stories, role images, and the times of a product’s appearance decide the effectiveness of product placement. The great success of the product placements in “My Love from the Star” is dependent on the coordination of government and the whole industry. As the South Korean government relaxed regulations appropriately, and the vendors injected funds into the producers, TV programs can be leveraged by high quality and cost which also give the vendors accordance marketing performance.
Hoping thatthrough this paper, our country can get inspiration from Korean dramas’ product placement practices, producing much higher quality dramas just like “My Love from the Star”. As our drama and marketing skills advance, Taiwanese dramas can bring huge economic benefits in near future, which also get our nation’s product, diets, and cultures all over the world. |
