本研究採焦點團體及網路文字訪談方式，以閱聽人的解釋與詮釋等心理層面探討，透過13位受訪女性閱聽人的韓劇收視經驗及風格剖析，試圖理解她們對於韓劇置入商品的接收、解讀以及個人消費間的關聯性，藉此建構出置入性行銷的影響因素與輪廓，作為未來台灣戲劇製作單位或廣告主在置入性行銷實務運用上的參考。 研究發現，身處在商業社會的都會女性早已熟悉「置入性行銷」的手法，她們對於隱性的置入較顯性的方式具有好感度，同時，她們也認為韓劇的高品質與時尚感和大量高端品牌的置入有關。對於都會女性來說，韓劇善用明星魅力包裝置入的商品，透過閱聽人理想學習典範以及大量的流行符號建構，淺移默化地影響台灣都會女性閱聽人對於韓系商品的認同。此外，本研究認為戲劇相關的部落格或影劇消息等次文本，將再次形塑置入商品對於閱聽人的影響力，並助於置入商品的再次擴散。未來有關置入性行銷策略，建議可將置入的商品或品牌融入劇情之中，以風格的營造取代品牌商標出現的頻次，同時運用高端品牌的置入商品提升其他商品的符號價值。 / This research adopts qualitative methodology to explore audience perception of product placements in Korean Drama. Upon considering the audience’s perspective, this study intends to discover cognitive activities about how placed products affect their awareness and consumption behaviors. In particular, the purpose of this study is to assist Taiwanese media practitioners and marketing planers in developing future marketing communication strategies for the practice of product placement. The results of this study indicate that 1) Female audiences in the business environment are familiar with product placement. Their attitudes toward implicit placements are more positive than explicit placements. Furthermore, they feel the volume of high fashion brands placed in Korean Drama improves the quality of the show. 2) Korean Drama is good at portrayal management, which develops affective commitment and purchase intention to the placed brands via building popular drama characters and trendy identifications. Meanwhile, the related subtexts, such as blogs, entertainment/celebrity news, are evidenced to trigger product placement effects. 3) As a marketing strategy, this study suggests integrating the placed product or brand into the storyline, to create a trend rather than using repeated appearance of brand logos in the show. In addition, the study also suggests the use of high fashion brand placements to enhance the value of the unknown products in the show.

現今的台灣單身女性主體正面臨一場震盪轉變，將她們問題化與歧視化的論述依然存在，不過隨著她們在人數和消費上展現的驚人實力，另一股為她們平反的嶄新論述儼然已經發酵。《慾望城市》在此時登台顯得格外特別，因為它彰顯的正是某種平反之聲，在台灣女性觀眾群中引發極大迴響。事實上，近來許多電視劇或電影都在呈現類似主題，大眾媒體不斷聲稱再現與代理這群女性的主體和感覺，卻看不到本地女性如何在自我經驗上發出聲音。本研究希望藉由她們對《慾望城市》以及對自我詮釋的相互對應下，描繪出這群獨特女性閱聽人的主體輪廓。 / Nowadays the subjectivity of Taiwanese single woman is in the change. Although the discrimination discourse that constrains woman still exists, a new discourse is developing due to the increasing number of single women and their astonishing consumption ability. The coincidence of Sex and the City being on TV in Taiwan at this time is quite extraordinary because the drama itself reveals the new discourse popular among Taiwanese woman audience. In fact, recently many TV dramas or movies around the world all focus on this subject. Mass media constantly claims that it shows and represents the subjectivity and feeling of this group of women, but the point is what Taiwanese women think based on their own experiences is unknown. Thus, this thesis tries to portray these women’s subjectivity by examining how their interpretation of Sex and the City correlates with the way they view themselves.