After the operation of medium-power and low-power radio stations being made to public access, the competition among broadcasting companies has reached its peak. As a result, considerable quantities of so-called ¡¥medicine-selling¡¦ broadcast hosts extensively stimulate the audience to buy advertised products by molding the settings. This research intends to study how broadcast hosts; as the main characters in broadcast programs, mold the settings by means of charisma, styles and techniques. Furthermore, this research intends to explore how the application of settings inspires audience¡¦s purchasing desire. The following three questions are designed to meet the research purpose.
1. Which techniques are used by broadcast hosts to mold the setting in the act of marketing merchandise?
2. Which interaction patterns are used by broadcast hosts to mold the setting in the act of marketing merchandise?
3. Which methods of molding the setting are used by broadcast hosts to serve the purpose of marketing merchandise?
The author has adopted in-depth interviewing as the main method for this study, and interviewed five broadcast hosts from five different broadcasting companies. The analysis of these interviews has revealed that broadcast hosts don¡¦t necessarily need to exaggerate the effectiveness of the merchandise to increase sales. As a matter of fact, since the audiences¡¦ level of education has ascended, the old-fashioned hawking way is not that well-adopted nowadays. It is found that the relationship between the host and audience is similar to the one shared among family. That is to say the audiences¡¦ purchasing behavior results from the trust and dependency on the hosts. The audiences not only buy the medicine, but also seek empathy from the hosts. In addition, the exaggeration of effectiveness and gift give-aways are not the most effective ways any more. It is also found that phone-in are the fastest way to mold the interactive setting, and the host sharing personal experiences is the most effective way to increase sales.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0823107-150716 |
| Date | 23 August 2007 |
| Creators | Feng, Su-lan |
| Contributors | none, Lin,Sue-Jen, Chen,Hsiang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0823107-150716 |
| Rights | unrestricted, Copyright information available at source archive |
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