摘要
無論是古裝劇、現代劇，或是西方劇還是東方劇對於酒品的置入不勝枚舉， 以近來酒品置入的意識形態來看，酒除了可以解憂，更是可使人感到幸福，但飲 酒過量所需承擔的風險並不亞於菸害。酒品的控管無論是在法律管制還是飲酒文 化面向，與菸害防制皆有很大的落差。本研究的文獻探討部分以置 入性行銷和風險認知進行論述，並透過文本分析與深度訪談方式來歸納分析商品 訊息呈現於電視戲劇節目的敘事手法與訴求，以及探究電視劇的酒品置入對閱聽 人飲酒的風險認知與行為之影響。為回答本研究問題一：電視劇酒品置入的敘事手法和訴求為何？研究者針對台劇「我可能不會愛你」與韓劇「來自星星的你」兩部電視劇當中酒品置入的劇情做文本分析，結果顯示飲酒劇情在電視劇的置入策略有以下幾種敘事手法：「歡樂氛圍」；「談心氛圍」；「放鬆氛圍」；「解悶氛圍」；「借酒壯膽的氛圍」，以及「壓抑氛圍」。為回答研究問題二：電視劇中的飲酒劇情對閱聽人飲酒的風險認知與態度之影響為何？因此訪談了七位受訪者。訪談結果發現受訪者基於自身對飲酒的風險認知，故不會因為電視劇的飲酒劇情而改變其原本飲酒的態度與行為。即使電視劇中的飲酒劇情很吸引人，但想喝酒時，還是會先考量喝酒可能會造成的健康和行車問題。
關鍵詞：飲酒、置入性行銷、風險認知Abstract
Whether it is television series with genres such as historical drama, modern, western or eastern drama, there are numerous references to alcohol product placement. In light of the recent ideology of alcohol product placement, it is clear that alcohol can not only relieve sorrow but also make people feel happy, but the risk of drinking too much alcohol is no less than that of smoking. The control of alcoholic beverages, in terms of both legal regulation and culture of drinking, has a significant disparity compared with tobacco hazards prevention. The literature review of this study discusses placement marketing and risk perception. Through textual analysis and in-depth interviews, this study also summarizes and analyzes the narrative techniques used and appeal of commercial messages presented in television series, and explores the influence of alcohol product placement in television series on the audience’s risk perception and behavior regarding drinking. In response to research question 1: What are the narrative techniques and appeal for alcohol product placement in television series? The researcher conducted a textual analysis on alcohol product placement in two television series, the Taiwanese drama “In Time with You” and the Korean drama “My Love from the Star.” The results showed that there are several narrative techniques for alcohol product placement were used in the television series: “climate of fun”, “climate of conversation”, “climate of relaxation”, “climate of relief from boredom”, “climate of courage through drinking”, and “climate of depression”. In response to research question 2: What is the influence of alcohol product placement in television series on the audience’s risk perception and attitude toward drinking? The researcher interviewed seven interviewees were interviewed. The interview results showed that the interviewees did not change their drinking attitudes and behaviors in response to the television series drinking scenes because of their own risk perception of drinking. Even though the drink scenes in the television series are appealing, however, when wanting to drink, the interviewees would still consider the possible health and driving problems caused by drinking.
Keywords: Alcohol Use, Placement Marketing, Risk Perception