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研究生:呂品璋
研究生(外文):Pin-Chang Lu
論文名稱:藝術贊助之產品置入行為
論文名稱(外文):A Study on the Applicability of Product Placement in Art Sponsoring
指導教授:吳介祥吳介祥引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:藝術管理研究所
學門:藝術學門
學類:藝術行政學類
論文種類:學術論文
論文出版年:2010
畢業學年度:99
語文別:中文
論文頁數:166
中文關鍵詞:藝企合作產品置入體驗行銷整合行銷藝術主體
外文關鍵詞:art and business collaborationproduct placementexperiential marketingintegrated marketing communicationart autonomy
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國內藝文機構取得經費日益艱難之際,吸引企業贊助尚面臨其他對手的強力競爭,若藝文單位無法提出相當的誘因,勢必無法說服企業解囊。筆者發現國內藝術贊助模式有漸趨僵化的現象,此對藝文單位而言將非常不利,因傳統無創新的模式無法發揮藝術贊助的優勢,當藝術贊助又一次看似無效時,企業極可能將原本已有限的贊助預算轉至其他領域,此無論對企業或藝文機構都只會造成惡性循環的結果。

產品置入,一個於各項傳統媒體中已發展成熟且普遍可見的行銷實務,然其在藝術活動上雖偶有見,卻一直是被低度討論的議題。若細究當中,其實產品置入與藝術展覽∕創作的結合提供藝企合作一個絕佳契機,可謂兩者相互輝映彼此最大的優勢,本論文將由多個觀點與理論說明、印證此看法,並以此為日後創新合作的方向。本論文藉文獻、案例分析與訪談等方法,除對目前常見之藝術產品置入行為進行解釋、歸類外,另透過訪談取得藝術與企業界相關人士於此議題之意見,期望以上研究工作能為藝術贊助之產品置入行為建立基礎,供未來持續深入之研究參考,並為藝企合作貢獻些微力量。


It''s getting harder for cultural institutes to find subsidy from government, while they also have to compete with other competitors on finding corporation sponsorships. It has become a mission impossible for cultural institutes to persuade sponsors especially with not enough incentives. The author of the thesis has observed that the mode of art sponsorship seems to be out of dates. This makes cultural institutes difficult during the negotiation with corporations, because the old and conservative method can''t let them find sponsorship. When the collaboration goes not effective and efficient enough, it makes things worse for the relationship between cultural institute and corporation.

Product placement, a well-developed and generally seen marketing practice in any other traditional mass media, yet it''s still not a fully discussed issue in the case of its operation in art activities. In fact, the combination of art and product placement provides a great opportunity to benefit both cultural institute and corporation. The argument will be supported by theories and point of views throughout the essay and developed to be guidelines for future innovation.

The essay takes the following research methods: including paper reviews, case studies and interviews, to explain and classify different types of product placement in arts with the suggestions collected from interviewees. Hopefully, the essay could serve as a foundation for future ongoing work in the field and put some energy in domestic art and business situation.


書名頁 i
摘要 iv
Abstract v
謝誌 vi
目錄 vii
圖目錄 ix
表目錄 x

緒論 1
第一節 研究動機與目的 1
第二節 研究方法與架構 3
第三節 研究範圍與限制 6
第四節 文獻回顧 7

第一章 企業贊助藝術之探討 21
第一節 企業贊助行為 21
策略性公益 23
第二節 企業贊助藝術 26
企業贊助藝術之動機、評估與效益 27
第三節 台灣企業贊助藝術之現況 37
企業贊助者與對象類型 38
企業贊助藝術之方式類型 39
小結 41

第二章 企業贊助藝術之產品置入行為 43
第一節 產品置入行為 43
第二節 產品置入與體驗經濟 47
第三節 產品、品牌置入於藝術創作∕展覽之案例 54
有形產品之置入 54
無形產品之置入 58
以產品、品牌訊息替代之置入 63
誤導型產品置入 66
第四節 產品置入方式贊助藝術之效果與影響 72
藝術為商業的辯駁 82
「置入情境」對產品置入方式贊助藝術效果之影響 85
小結 87

第三章 企業與藝術相關人士對產品置入方式贊助藝術之知覺與態度 90
第一節 藝術相關人士對產品置入方式贊助藝術之知覺與態度 91
第二節 企業對產品置入方式贊助藝術之知覺與態度 100
第三節 訪談小結 105

結論 108
藝術贊助的困境 108
藝術贊助之產品置入行為的意義與執行 109
未足之處 113

參考文獻 115

附錄 128
附錄一 與大趨勢畫廊提問原始郵件內容 128
附錄二 與也趣藝廊提問原始郵件內容 130
附錄三 與Seattle Art Museum提問原始郵件內容 131
附錄四 與藝術家Mr. John Freyer提問原始郵件內容 132
附錄五 與藝術家蘇育賢先生提問原始郵件內容 134
附錄六 與策展人暨藝術家阮慶岳老師訪談逐字稿 135
附錄七 與藝廊從業人員吳小姐訪談逐字稿 144
附錄八 與明基友達文教基金會江晉元先生訪談逐字稿 150
附錄九 與策展人胡朝聖老師訪談逐字稿 154
附錄十 與華碩文教基金會李小姐訪談逐字稿 163
附錄十一 與藝術家何孟娟小姐訪談逐字稿 165



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曾君逸。〈雜誌置入式行銷效果研究:閱聽人涉入度和置入情境適切性之探討〉。台北:世新大學傳播研究所碩士論文,二○○五。

黃書芸。〈中大型企業捐贈行為之研究〉。台北:台灣大學會計學研究所碩士論文,一九九九。

黃蒼進。〈台灣企業公益行為之研究–以金融業之銀行為例〉。嘉義:南華大學非營利事業管理研究所碩士論文,二○○三。

馮義方。〈企業對運動贊助行為之研究〉。台北:台灣大學商學研究所碩士論文,一九九九。

楊書寒。〈台灣企業藝術獎研究–以台新藝術獎為例〉。嘉義:南華大學美學與藝術管理研究所碩士論文,二○○八。

楊凱婷。〈企業進行贊助活動對企業品牌權益影響之研究〉。台中:朝陽科技大學企業管理研究所碩士論文,二○○五。

劉念寧。〈大型企業贊助公益活動之研究〉。台北:台灣大學商學研究所碩士論文,一九九○。

鄭展瑋。〈企業贊助文化藝術事業之研究〉。台北:台灣大學商學研究所碩士論文,一九九九。

蔡國隆。〈電影中概念車產品置入之品牌態度效果研究〉。嘉義:中正大學企業管理研究所碩士論文,二○○五。

戴先志。〈置入情境與產品涉入對產品置入之影響〉。嘉義:中正大學行銷管理研究所碩士論文,二○○七。

Hornick, Leigh Ann. "The Evolution of Product Placement: Consumer Awareness and Ethical Consideration." Master of Science in Journalism Diss., West Virginia University, 2006.



報紙

唐鎮宇與林上祚。〈薦證文未標「廣告」,部落客將挨罰〉。《中國時報》。中華民國九十九年七月一日,頭版,頁1、7。

Purdum, Todd S. "That''s show Biz, and Academia: New University Program Takes Serious Look at Entertainment." New York Times. 24 January 2000, sec. A, p. 16.

網路資料

江浪。中央網路報。〈台灣∕北美館說明政策:多元觀點兼容並蓄,當代藝術價值核心〉。2010-08-27。<http://www.cdnews.com.tw/cdnews_site/docDetail.jsp?coluid=121&docid=101272940> [2010-09-09]

朱惠良。文建會文化創意產業發展計畫。〈新世紀ABC–藝術企業社區三贏策略〉。2003-07-31。<http://web.cca.gov.tw/creative/page/main_05_02.htm> [2010-07-04]

第九屆文馨獎。〈得獎統計〉。無日期。<http://www.ncafroc.org.tw/9thwenxin/history-act9th.htm> [2010-05-07]

張小虹。中國時報。〈異議文化–泡美術館或逛藝廊?〉。2009-11-28。<http://tw.myblog.yahoo.com/jw!gDiyWwOQAxm.E9_sTGi5/article?mid=1020> [2010-09-09]

國家文化藝術基金會A&B藝企網。〈藝企拍立得〉。無日期。<http://www.anb.org.tw/together.asp> [2010-09-09]

國家文化藝術基金會。〈補助廣場〉。無日期。<http://www.ncafroc.org.tw/Content/support-doc.asp> [2010-01-29]

富邦藝術基金會。〈展覽〉。無日期。<http://www.fubonart.org.tw/fubon-c-2-16.htm> [2010-03-09]

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劉盈君。〈包著糖衣的毒藥,美好的殘酷引人著迷〉。2009-08。<http://www.akigallery.com.tw/artist_statement.php?as=98&s=65> [2010-03-22]

摩根富林明。市場評論。〈日本市場(下):具同文同種優勢,受惠亞洲經濟新勢力〉。2008-01-16。<https://www.jpmrich.com.tw/wps/portal/!ut/p/c1/04_SB8K8xLLM9MSSzPy8xBz9CP0os3ivgNAAoxBXAwN_Nx8nAyMXM2NnNw83AwNnA6B8JJK8gaOBG1De0N_D3NvPyN3AnIBuP4_83FT9SP0oc4Qq91A_FwMgyy3YxygMyDXQD9EvyI0oL3dUVAQA_KoK6Q!!/dl2/d1/L0lDU0lKSmchL0lCU0FDSWlNeUEhIS9ZQTQ1NDUwLTVGdyEvN19KUFVQMlRFMDBHVU5EMDJURUZTTDJWMDBHMC83bF9fXzYy/> [2010-09-14]

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Federal Trade Commission. "FTC Publishes Final Guides Governing Endorsements, Testimonials: Changes Affect Testimonial Advertisements, Bloggers, Celebrity Endorsements." in Federal Trade Commission. 2009-10. < http://www.ftc.gov/opa/2009/10/endortest.shtm> [2009-10-24]

IEG. "Sponsorship Spending To Rise 2.2 Percent in 2009." in IEG Sponsorship.com. 2009-02-11. <http://www.sponsorship.com/About-IEG/Press-Room/Sponsorship-Spending-To-Rise-2-2-Percent-in-2009.aspx> [2009-12-19]

Kotler, Neil G. "Delivering Experience: Marketing the Museum''s Full Range of Assets." in American Association of Museums. 1999-05. <http://www.aam-us.org/pubs/mn/MN_MJ99_DeliveringExperience.cfm> [2010-02-13]

Lafayette, Jon. "Product Placement Growing: Most Recent Numbers Total $1.5 Billion." in TV Week. 2007-03. <http://www.tvweek.com/news/2007/03/product_placement_growing.php> [2009-10-23]

Lake Street USA. "About Wing Young Huie" and "About the Exhibition." in Lake Street USA Story. <http://lakestreetusa.walkerart.org/lakestreet/templates/index.html> [2010-03-14]

Maja Tarateta. "Advertising & Art A Modern-Day Marriage." Art Business News. in FindArticles. 2001-04. <http://findarticles.com/p/articles/mi_m0HMU/is_4_28/ai_73063938/> [2010-04-25]

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