Thesis deals with product placement in Czech marketing practice in the light of existence of regulations given by EC directive 2007/65/EC. It arbitrates alternatives of product placement regulation ban as it works now or liberalization under restrictive conditions.

The Purpose of the thesis is in the theoretical part to describe the complete marketing as a whole including marketing mix with a special focus on the new trends in the marketing having regard to the pharmaceutical industry. The practical part will be focussed to an aplication the new trends in marketing to the pharmaceutical industry with respect to the etic code and to the law in the Czech Republic.

本研究描繪目前台灣電視新聞界一個普遍存在、但不能說的秘密，即業配新聞的存在和產製、相關活動。研究者新聞本科出身，跨入業配新聞製作的專題組，面對置入性行銷對新聞採編的衝擊，也曾經內心衝突與質疑，「業配新聞」算新聞嗎？「業配新聞」是假新聞嗎？ 「業配新聞」報導的對象，多因為沒新聞點、名氣小、特色不足或是沒有報導價值，因此無法被納入一般新聞採編程序，卻非憑空捏造或虛構不實的報導。「業配新聞」經過包裝，仍要編製成突顯商品特性與優點所產製的新聞內容，所以受訪業配記者多認為，業配新聞雖然具有商業目的，但不是無中生有、以虛報實的假新聞。而電視新聞以簡明方式播報新聞的特性，加上視覺的優勢，適合作為業配訊息的傳達。另外業配記者也認為業配新聞充斥，主要是組織和主管的要求，業配新聞基於真實，對社會無害，也包含重要訊息，仍然能為觀眾服務。 本研究認為在當下結構的困境中，個人的主體性雖然蘊含重大的突破能量，也有施展空間。就受訪者經驗來看，個人以專業及善盡查證職責，據理力爭新聞的正確性，仍有機會為自己開拓一些迴旋空間。而媒體組織在廣告主的強勢要求下，也並非只能一味讓步，讓對方予取予求，主事者若能在新聞的專業基礎上轉換思維，也可能化被動為主動展現相對積極的作為。 研究發現，廣告主和記者都清楚業配新聞不但影響編輯台的新聞自主，影響新聞公信力，也影響工作者自我的專業認同，雖然廣告主認為業配新聞和他們是共生共存，這類新聞確實有宣傳效果，有廣告主也認為他們對新聞可信度確實受到影響，「因為新聞經過包裝了」。然而，公眾一旦察覺某些新聞背後有「金錢利益」操控，不但媒體將失去公信力，媒體工作者也失去自我專業尊嚴，其結果更是短多長空。 / Product placement in TV programs has become increasingly common in the two decades in Taiwan. Although it arouses huge controversies over media credibility and marketing values, up to date, there have been very limited empirical studies focusing on how journalists handling product placement messages, particularly in television news programs in which product placements were usually forbidden in use. Instead of using content that directly promotes the brand, product or service through traditional marketing tactics, product placement journalism focuses on building stories and other informational content that highlights value from a different point of view. The current study examined a unique program genre in Taiwan’s TV news programs, in which product placements are still in use. Based on in-depth interviewing, this study canl shed some light on how we define the boundaries of news and marketing information. Product placements are proven to be quite effective in television news programs. However, the effectiveness is built right on the cost of news credibility and integrity, which is ironically distinguishing product placement and advertising and is believed to be the magic power of product placement in news. Although companies that build trust with the content they produce can maintain their presence as reliable media sources for their audiences. The origins of the ethical problems and their implication for product placement research are explored.

隨著網誌成為網路世界的新寵兒，一種新型態的廣告「代言人網誌日記形式廣告」也應運而生。本研究以「代言人類型」與「置入方式」兩變項對此新類型的廣告之溝通效果三面向「回憶效果」、「品牌態度」與「購買意願」做初步的探討，並設計了三種不同的代言人類型與兩種置入方式共六種實驗廣告，於網路上徵求受測者並進行問卷之收集。 本研究結果發現如下：在「回憶效果」與「購買意願」兩應變項上，「不同類型代言人」與「不同型式置入」均會對其產生顯著影響，而在「品牌態度」應變項上，僅「不同類型代言人」對其產生顯著影響。同時，在此三面向之溝通效果上，均呈現出「一般消費者代言人」效果最佳、「名人代言人」效果最差的情形；在「回憶效果」與「購買意願」上，則均呈現出「文章中置入」形式效果優於「文章外置入」形式的情形。「代言人類型」與「置入方式」間的交互作用在此三面向之溝通效果上均未達顯著性。 / “Blog diaries written by product endorsers” is a new form of advertising promotion as blog becomes more popular in Internet world than ever. ”Endorsers types” and “product placement types” are the two independent variables in the study to investigate the three aspects of advertising communication effects—“recall effects”, “brand attitude”, and “purchase intention.”— which are the dependent variables in the study. The formal experimental commercials are six different kinds in total based on three endorser types and two product placement types and posted in Internet for questionnaires collecting. The results are both the different endorser types and the different product placement types have significant influences on “recall effects” and “purchase intention” aspects, but only different endorser types caused significant influences on “brand attitude” aspect. The typical consumer endorser is most effective type in all of three kinds and the celebrity endorser is the worst one on every advertising communication effect aspects. “The inside placement” has the better effect than “the outside placement” on “recall effects” and “purchase intention” aspects .The interact between “the endorsers types ”and “product placement types” are not significant in the three aspects of advertising communication effects.

台灣的電視頻道競爭激烈，各台為求生存，逐漸往商業化靠攏，在節目中混入產品訊息，讓閱聽人無法分辨是節目抑或廣告，產生了「節目廣告化」或「廣告節目化」問題，此類節目常被稱為「資訊型節目」，但「資訊型節目」內容具有強烈推銷意圖，已經不能單純將之視為「資訊」提供，故本研究以將時段拋售給業者以及內容具廣告意圖的節目，以「全時段廣告性節目」指稱。 本研究採用質化研究方法，分為兩部份。一為瞭解此種類型的節目表現操作手法，以文本分析方式解構結構類型以及置入手法，再歸類節目內容設計功能訴求。其次為探討該類節目產製過程以及有關單位的審查情況，以深度訪談的方式，訪談全時段性節目製作單位、電視頻道業者以及主管機關相關人士，並彙整出該類節目在實際媒體產業中運作和與主管單位互動的輪廓。 研究結果發現如下： 1、全時段廣告性節目具有特定的電視節目類型和結構型態，常使用「起承轉合」的敘述模式，將產品資訊置入節目中訴求。 2、全時段廣告性節目常使用相同的功能設計，以「與他人或社群分享經驗」、「滿足好奇心或得知資訊」、「體會同理心」、「尋找仿效人物」以及「強化對於奇蹟的信念」等方式滿足閱聽人使用媒體之需求。 3、研究對象之節目均可能涉及「節目與廣告未明顯區分」、「需明示意圖」、「廣告播放時間限制」、「違背消費性專輯製作原則」、「違背節目廣告化與廣告節目化認定原則」以及「違背中華民國電視道德規範和電視節目製作範例」之規定，相關法律管制程序與審查制度均值得進一步探討。 / In order to cover the cost, media gives up their public duty and surrenders to commercialism. However, the limited media market still cannot support all media in Taiwan. TV productions therefore combine the programs and the commercials, making TV programs mixed with the message of products. The audiences no longer identify the commercials from TV programs. The kind of TV program is so-called “infomercial” or “Program-length infomercial.” The program-length infomercials are increasing recently. The contents are usually adapted the program formats and contain the intentions of promotion. With the normal length of TV programs, program-length infomercials involve both features of programs and commercials. This study aims of analyzing the program-length infomercials. It focuses mainly on its regular models of presentation and the related regulations. The research method adopts qualitative methodology to portrait the possible surroundings in the industry. The study starts with analyzing the text of infomercials. Then, the researcher classifies the gratifications designed for the audiences inside the program. In the end, by contrasting the regulations and the censorship with the results of in-depth interviewing, this study discusses the defect inside the system. In conclusion, the program-length infomercials hold certain models of presentation. They also involve in several gratifications. The provision of information is the chief factor among those designed gratifications. The results show that programs are mainly against the regulation of being distinguishable from advertisement to maintain the completeness. Therefore, the commercialization of TV programs is the common problem nowadays. This study suggests that the consistent identification of the program-length infomercials will avoid the controversy between advertisers and regulators. Certain deregulations of advertisement or additional regulations for infomercials will also ease the tensions. Besides, improving the efficiency of censorship will encourage the advertisers to apply the legal qualification. Last but not the least, developing the literacy of infomercial will be the most effective method for the audience to avoid the possible disputes.

Varumärkesplacering i digitala spel i samband med belöning och bestraffning harundersökts i denna studie. Resultat från tidigare studier på varumärkesplacering i spelanvändes i utformningen av undersökningen. Tidigare undersökningar av belöningoch bestraffning och dess inverkan på minnet studerades också. Detta kan vara förstagången som varumärkesplacering i digitala spel undersöks i samband med interaktivbelöning och bestraffning.Två versioner av spelet Supertuxkart skapades för undersökningen; den ena medbelönings- och bestraffningsåterkoppling och den andra utan. Deltagare från Kina ochSverige medverkade i experimentet.Undersökningen visade att varumärken med belöning eller bestraffning har tydligaeffekter på deltagarnas memorering av varumärken. Detta verkar gälla oberoende avdeltagarnas kulturella bakgrund, genus eller erfarenhet av digitala spel. Resultatetvisade även att bestraffning inte nödvändigtvis leder till en negativ inställning hosdeltagarna i samband med varumärkesplacering. Vidare studier behövs för att bättreförstå inställningsförändring i detta sammanhang.

The thesis deals with analysis of legal aspects of product placement. First, it looks at product placement from a general point of view. The work explains past legal framework where product placement was a part of "unfair competition" both in EU and Czech Republic. Then, it analyzes particular articles of directive 2007/65/EC which regulates the term product placement as the first in the history. The analyses showed that there are a lot of vague and disputable terms, e. g. "significant value", provision "free of charge", or ensuring that viewers are "clearly informed" about existence of product placement. Further, the work analyzes an implementation of the directive to the czech law and its comparison with Slovakia. Product placement was translated into czech law as "umístění produktu". The implementation is reflected in the "on-demand audiovisual media services Act" but also in the amendment of Act Nr. 231/2001 Sb. By contrast, Slovakia did not create a new special Act for non-linear audiovisual media services, just amended Act Nr. 308/2000 Z.z. and some other affecting laws. Finally, the work confronts the legal theory with praxis. This is done by a survey. The most important result of the survey showed that almost a half of the respondents think that product placement is not a commercial practice. This fact highlights the importance of ensuring that viewers are "clearly informed" about the existence of product placement and also the provision of consumer protection.

This thesis aims to uncover the reasons behind the sudden rise of the YouTube celebrity and to test (by means of an experimental study of teenager interests) media claims that YouTubers have become more popular among teenagers than any traditional type of celebrity. The thesis integrates YouTubers into celebrity studies by first outlining the origins of celebrity and its general role in society and then drawing parallels between traditional types of celebrity and YouTubers via describing the characteristics they embody and the specific roles they perform. As a result, YouTubers are found to be a technologically determined next step in the evolution of the TV personality, whose celebrity is mainly structured around the concepts of familiarity and intimacy. What follows is a discussion of participatory culture, monetization and doing YouTube as a job, with emphasis on the effects these developments had on the rise of the YouTube celebrity and online content & culture in general. The thesis is concluded by an experimental study conducted using quantitative research methods on a sample of over 5,000 Czech teenagers by analyzing their Facebook page-likes. The results suggest that YouTubers really are more important to teenagers than traditional celebrities.

El product placement, también llamado emplazamiento de producto, es una estrategia publicitaria que está teniendo cada vez más relevancia entre las marcas como una forma eficaz de evitar el zapping y de llegar al espectador. Es por esta razón que en los últimos años esta herramienta está integrándose cada vez más en los productos audiovisuales -series, películas, videojuegos, entre otros- como un método eficaz, desde la producción, para financiar los proyectos a partir de la aparición de las marcas. Esta estrategia supone vincular justamente a las marcas directamente con los personajes y con la trama de los largometrajes. De esta manera, debido a la evolución en el ámbito de las comunicaciones, dichas dimensiones –publicidad y contenido audiovisual– convergen en un solo producto (Villanueva, 2017). Incluso, en algunos casos, el uso del product placement termina volviéndose parte indispensable para el desarrollo de dichos filmes. Por tal motivo, el presente trabajo de investigación tiene como objetivo analizar la relación que hay entre el product placement y la estructura dramática de un filme (idea, trama y personajes), examinando el caso del largometraje animado Ralph Breaks the Internet (2018), bajo una metodología cualitativa. / Product placement, also called emplazamiento de producto, is an advertising strategy that is becoming increasingly relevant among brands as an effective way to avoid zapping and reach the viewer. It is for this reason that in recent years this tool has been increasingly integrated into audiovisual products -like series, films, video games, among others- as an effective method, from production, to finance projects from the appearance of the brands. This strategy involves linking the brands directly with the characters and with the plot of the feature films. In this way, due to the evolution in the field of communications, these dimensions -advertising and audiovisual content- converge into a single product (Villanueva, 2017). Even, in some cases, the use of product placement ends up becoming an indispensable part for the development of such films. For this reason, this research work aims to analyze the relationship between product placement and the dramatic structure of a film (idea, plot and characters), examining the case of the animated feature film Ralph Breaks the Internet (2018), under a qualitative methodology. / Trabajo de investigación

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