메뉴 건너뛰기
Library Notice
Institutional Access
If you certify, you can access the articles for free.
Check out your institutions.
ex)Hankuk University, Nuri Motors
Log in Register Help KOR
Subject
Humanities
General Humanities History Philosophy Religious Studies Linguistics and Literature Other Humanities
Social science
General Social Science Business Management Tourism Education Military Science Library and Information Science Law Sociology Journalism and Media Studies Psychological Science Political Science and Diplomacy Geography Public Administration Economics International Trade Anthropology Other Social Science
Natural science
General Natural Science Physics Biology Life Sciences Mathematics/Statistics Astronomy Earth Science Chemistry Other Natural Science
Engineering
General Engineering Architectural Engineering Mechanical Engineering Industrial Engineering Material/Energy Engineering Electrical and Electronic Engineering Marine and Ocean Engineering Chemical Engineering Computer Science Other Engineering
Medical science
General Medical Science Nursing Science Veterinary Pharmacy Traditional Korean Medicine Basic Medicine Clinical Medicine Other Medicine
Agriculture and Fishery
General Agriculture and Fishery Agriculture Fishery Science Food Science Forestry Animal Husbandry Marine Transportation Studies Other Agriculture and Fishery
Art and Kinesiology
General Arts Design Fine Arts Cosmetology Photography Music Fashion Kinesiology Performing Media Arts Other Arts and Kinesiology
Interdisciplinary Studies
Interdisciplinary Research Science and Technology Studies Brain and Cognitive Science Technology Policy Other Interdisciplinary Studies

KOR

Audience's Applications of TV PPL in Real Life
Recommendations
Search
Questions

수용자의 TV 간접광고 활용에 관한 연구

논문 기본 정보

Type
Academic journal
Author
Yong-Jae Lee (동명대학교)
Journal
Society for journalism and communication studies Locality & Communication Vol.12 KCI Accredited Journals
Published
2008.8
Pages
103 - 134 (32page)

Usage

cover
📌
Topic
📖
Background
🔬
Method
🏆
Result
Audience's Applications of TV PPL in Real Life
Ask AI
Recommendations
Search
Questions

Abstract· Keywords

Report Errors
This research analyzes the TV audience"s pratical uses of Product Placement(PPL), which is very controversial issue in mass communications and advertising. Despite the illegality of TV PPL, the audience is constantly exposed to it. In addition, the audience has been treated marginal in the debate over PPL, in spite of the fact that they are the main subject of appeals in TV PPL. Accordingly, this study will put the TV audience at the focus of the research and their pratical uses towards TV PPL are researched in the perspectives of the audience.
To measure the audience applications of TV PPL in real life, in-depth interview have been used because they are useful in analyzing people"s in-depth inner attitudes.
In accordance with prior research, the audience attitudes towards TV PPL have been categorized in three types. The three types were analyzed through in-depth interview to find out about the unique characteristics of each type of audience in their practical uses of the TV PPL in their everyday lives. The results showed that <Realistic Supporters> used TV PPL for information acquisition and its psychological rewards. <Principled Crities> showed very limited applications of TV PPL and <Consumption-oriented Supporters> most aggressively used TV PPL. Audience in Type three understood the trend, used it for their consumption and experienced high safisfaction level.
The general characterestics of the audience in each type are summed up as follows. <Realistic Supporters> are the reasonable group who are realistic and wise in their application of TV PPL. <Realistic Supporters> are different from <Consumption-oriented Supporters> in that they want to understand the real situations through PPL information, rather than use it for consumption purposes, and share it with prople around them.
<Principled Crities> stuck to the principles that TV PPL should be regulated to protect the TV audience because products and brands appearing on TV dramas are more based on commercialism than on realism. <Consumption-oriented Supporters> used TV PPL as a for understanding the current trend and reflected it on their consumption to a considerable degree. That is, they used TV PPL to prepare themselves for exchange with the world through consumption, and ultimately to satisfy their expressive desires.
#TV PPL #수용자 #심층인터뷰 #audience #in-depth Interview

Contents

국문초록
1. 서론
2. 이론적 논의
3. 연구문제 및 방법
4. 연구결과
5. 결론
참고문헌
영문초록

References (0)

Add References
If the reference is being serviced by DBpia, please register through [Add Reference]

Recommendations

It is an article recommended by DBpia according to the article similarity. Check out the related articles!

Related Authors

Frequently Viewed Together

A Study on Psychological Reactance to Product Placement in TV drama
Mi-Young Oh Korean Journal of Journalism & Communication Studies 2011 .12
A Study on Legal Regulation of Product Placement in Television Program
Jong-Min Pa ,  k Broadcasting & Communication 2004 .06
A Study of the Relationship between Attitude toward PPL and Audience Personality
Moonhee Yang Journal of Media Economics & Culture 2013 .08
The Co-orientation Model for the Perceptual Difference of Broadcasters and Independent Productions about PPL(Product Placement)
Heebok Lee ,  Soobum Lee ,  Myounghee Shin and others 1 Korean Journal of Broadcasting and Telecommunication Studies 2011 .01
Audience Awareness of Virtual Advertising and Product Placement
Hee-Bok Lee ,  Young-Ran Cha JOURNAL OF THE KOREA CONTENTS ASSOCIATION 2012 .05

Recently viewed articles

Effects of Self Leadership on Job Engagement, Trust in Supervisors and Change-Oriented Organizational Citizenship Behavior among Flight Attendants
PARKJUNG MIN, Ko Seon HeeKorea Academic Society Of Tourism Management2016.03
 The Study on the Characteristics of Shared Space Composition of Shared Housing for One-Person Household - Focusing on Analysis of Shared Housing on Domestic and Overseas Cases -
Choi, Jun-Hwan, Park 외 3명The Korean Housing Association2016.10

Comments(0)

0

Write first comments.