台湾电视新闻商业置入性营销中多元力量互动制约分析——以台湾电视股份有限公司为例  

Analysis on restriction of multi-power in business placement marketing of TV news in Taiwan:Case study on Taiwan TV Corporation

作　　者：孙美玲[1] 

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2012年第3期21-28,共8页Journal of Advertising Study

摘　　要：近年来台湾电视新闻中出现了各种商业置入性营销,并受到了广告主的追捧,而商业置入性营销与新闻专业价值之间的矛盾也随之成为一个无法回避的问题。本研究采用深度访谈和实地观察法,分析了新闻媒体在追求利润和实现新闻专业价值的夹缝中,广告主、媒体、政府监管机构以及公众等力量主体之间互动制约的过程。研究发现:在市场逻辑的运作下,广告主和新闻媒体为了追逐各自利益彼此互动妥协,在广告主相对介入新闻生产和媒体制播环节的合理化控制中,两者各取所需,达成默契,创造了新闻商业置入性营销发生的条件,而现行的法律法规在现实判断中遭遇标准困境,约束力减弱,促成了一部分规避风险的新闻商业置入性营销。The contradiction between business product placement marketing and the values of journalism has become an unavoidable problem, for recently the pl.acement marketing becomes popular in Taiwan＇s TV news. The essay analyses the procedure of the interactive restriction between advertisers, media, supervision of government department and the public during the time while media chasing the benefits and values of journalism at the same time, using in-depth interview and field observation. It shows that as the marketing logic goes, while the advertisers and media compromise to each other for their own benefits, and when the advertisers relatively came nto the management of news production and media, the environment of business product placement marketing is coming up. However, the current regulations cannot regulate effectively, so it leads to where it is now.

关 键 词：台湾电视新闻 商业置入性营销 多元力量 互动制约 

分 类 号：F713.8[经济管理—广告]