2012年9月，NCC終於初步解禁置入性行銷，並公布有關於電視節目置入的暫行條款。事實上，美日等先進國家之置入性行銷早已成熟，韓國政府也鼓勵韓國企業進行置入，以資助影視產業的發展，而台灣雖然過去已有業者進行置入性行銷，但囿於法令限制，在置入性行銷的發展仍是相當遲緩的，也因此，台灣在影視產業一直得不到到足夠的資金去拍攝優質影片。 幸好，目前政府已逐步開放置入性行銷，不過目前國內廠商對於置入性行銷收費標準仍然相當混亂，因此，本研究期盼能透過釐清各置入點之效果以提供國內廠商收費的參考指標。過去研究置入性行銷效果多以問卷方式調查，然而使用問卷方式調查會有事後回憶誤差等問題，本研究採用眼動儀來直接測量受測者之收視過程，紀錄受測者之眼球掃視軌跡以及凝視個數、凝視時間，輔以問卷測量消費者之回憶度、辨識度、品牌態度以及購買意願，以更嚴謹的方式找出最佳置入點。 本研究參考過往文獻，找出涉入度以及置入手法兩個自變項，確認涉入度與置入手法對於消費者在觀看戲劇時是否有不同的感受，怎麼樣的情形置入效果會最佳。 研究以實驗法進行，自變項為涉入度以及置入手法，因此本研究將受測者分為高涉入度顯性、高涉入度隱性、低涉入度顯性、低涉入度隱性共四組。研究結果發現，顯性置入與隱性置入在受測者回憶度上有顯著的差別，且在隱性置入的情況，低涉入度的產品相較於高涉入度的產品更容易被忽略。 研究也發現，受測者在觀賞戲劇時，影響置入效果最大的因素是置入產品與劇情的相關性，其餘的影響因素還有大小、顏色、位置、競爭等要素， 建議未來廠商在進行置入時可依據本身產品特性並考慮各種影響因素，以達到最佳置入效果。 / Because of our government’s restriction, in the past few years, product placement has always been a debated issue. Due to these restrictions, our TV and movie industries are always lack of funding to produce high quality content. Fortunately, on 2012 August, NCC finally agreed gradually deregulation. However, our development of product placement still falls behind other countries and the charging standard is still in a mess. In order to provide domestic firms a charging reference, we started this research, hoping to understand the effect of every location. Instead of using questionnaire as our only measurement, we also use eye tracking to help us understand the effect more clearly. According to the references, we found out product placement and involvement as our independent variables and divided our subjects to four groups. Those are high involvement explicit, low involvement explicit, high involvement implicit and low involvement implicit. The research outcome shows that different location would bring to significantly different degree of recall. People who were exposure to the explicit drama clip would have higher degree of recall than those who were exposure in the implicit drama clip. And we also found out that if our product was a low involvement product, the product would not be noticed especially in the implicit drama clip. We also found that when people saw a drama, the most important factor to affect their memory was the product’s connection with the plot. Other factors were color, size, placement and competition. We suggested that when domestic firms want to make a product placement, they could consider their own product’s attribute and all these factors together to make the best product placement effect.

本文以兩個眼動閱讀實驗探討語意訊息 (semantic cues) 和句法訊息 (syntactic cues) 如何在中文關係子句的處理中運作及交互作用。實驗一旨在研究兩種動詞與論元之間的合理性關係 (plausibility) 是否會影響讀者理解不同結構的關係子句。結果顯示，當兩個論元都是合理施事者 (agent) 時，論旨角色的指派 (thematic roles) 有歧義，較難理解；而當只有一個論元是合理的施事者時，讀者趨向指派正確的論旨角色，且較快整合句法上的困難。此外，因中文句法結構特殊，讀者在關係詞之前就處理主語關係子句 (subject relative clauses) 的歧義，在主要動詞上則會遇到賓語關係子句 (object relative clauses) 的理解困難。此發現解決了Hsiao & Gibson (2003) 和 Lin (2006) 的歧見，證明中文讀者在不同位置會遇到不一樣的困難。實驗二所關注的語意訊息為論元的生命性 (animacy)，關係子句中的兩個論元分屬有生命的 (animate) 及無生命的 (inanimate) 名詞。結果發現論旨角色的指派和生命性相互關聯，有生命性的論元較傾向當施事者，而無生命的論元傾向當受事者。讀者仍在關係詞之前遇到主語關係子句的理解困難，但在主要動詞，讀者主要依循生命性的引導來指派論旨角色，句法訊息的影響並不顯著。因此語意訊息在中文的語句處理扮演重要的角色，結果大致上與Traxler (2002)的研究相符。讀者同時受到當下的句法訊息以及語意訊息影響，在不同的位置會遇到不一樣的歧義性，而產生花園路徑效果 (garden-path effect)。 / Two eye movement experiments were conducted to investigate how semantic cues and syntactic structural cues function and interact in Mandarin Chinese relative clause (RC) processing. Mandarin Chinese is unique in combining head-final RCs with a VO basic order (Dryer, 1992, 2003) and also in relying solely on word order as structural cues, without case marking or agreement. However, Mandarin Chinese still preserves flexibility in word order that is motivated by pragmatics. Semantic cues, including the plausibility of the argument-verb relation and argument animacy within RCs, may be crucial to sentence processing in Mandarin Chinese. Experiment 1 aims to examine whether the meaning of the verb allowing only one of the two animate arguments to be a plausible agent may lead to reduction of ORC difficulty (cf. Traxler, 2002). The results showed that the plausibility effects were robust at the head noun and the main verb. A bias of thematic role assignment in the irreversible relation leads readers to correct interpretations, while the reversible relation does not elicit such a bias. The results also solved the discrepancy between the two previous studies (Hsiao and Gibson, 2003 & Lin, 2006) by unveiling a dynamic process in which readers encounter diverse ambiguities at different positions for different structures. Chinese readers disambiguate SRCs earlier due to their non-canonical word order and have trouble integrating the main verb in ORCs owing to perspective shifting. The interaction between plausibility and RC type on re-reading rate suggested that plausibility cues were used to solve syntactic ambiguity. Experiment 2 manipulated contrastive argument animacy in order to investigate whether thematic role assignment correlates with animacy. The results confirmed the hypothesis that while animate entities bias towards agent roles, inanimate ones incline towards patient roles (c.f., Valin & LaPolla, 1997). Besides, inanimate entities are conceptually less accessible than animate ones. Contrastive animacy shows its impact on syntactic processing with robust interactions at different positions. The findings of interactions between semantic cues and RC types in two experiments suggest that semantic cues play an important role in Chinese relative clause processing. Semantic plausibility and argument animacy can influence the process of thematic role assignment. The semantic cues that accord with the biases of thematic role assignment then would ease the syntactic ambiguities. Not only syntactic cues but also semantic cues are utilized by readers in sentence comprehension. In this thesis, the eye movement data provide clear evidence indicating that readers solve various temporary ambiguities syntactically and semantically at different positions of the sentence with relative clauses.