ทัศนคติและการหลีกเลี่ยงโฆษณาแฝงของผู้บริโภคในซีรีส์เกาหลีก่อนและหลังการยกเลิก กฎหมายโฆษณาแฝง

Authors

ผศ.ดร.บุหงา ชัยสุวรรณ, น.ส.ณัฐวดี พงศ์ปริตร

Published

รายงานสืบเนื่องงานประชุมวิชาการระดับชาติด้านการสื่อสาร ครั้งที่ 5 ประจำปี 2564

Abstract

Korean series have been a hit worldwide and it wove Korean cultures into
various media to attract tourists. Even though the Korean government used to have a
product placement law that forbids product placement commercials into the Korean
series, therefore the form of advertisement adapted itself into various ways to avoid
that law. In 2010 the product placement law was repealed to allow product placement
commercials in the series to help reduce the cost of production. This research studied
the formats of product placement commercials in 6 popular Korean series before and
after the repealing of product placement law, and performed an online survey with
225 samples from Korean series viewers. The survey was designed to study the
perspectives of viewers towards the product placement commercials based on 3
variables including, avoidance of product placement commercials, intention to buy
the product, and intention to watch the series; as well as the relationship between
the perception of the viewers and the 3 variables. The analysis results found that when
using a close-up technique, the viewers will acknowledge the product more; and if the
lead character uses the product, the viewers will have more appreciation of the
product. On the point of perception towards product placement commercials, the
viewers are indifferent with those commercials; and show no behavior of avoidance
towards the product placement commercials but have very low intention to buy those
products. However, viewers do feel that the product placements are forcing too much
product information. Therefore, if product placement commercials are used in various
media in Thailand, it will help to expand the opportunities for advertising and support
the funding for the television broadcasting industry, butappropriate amount of product
placement commercials should be selected and ensure that it is not too much
compared to the content.

ทัศนคติและการหลีกเลี่ยงโฆษณาแฝงของผู้บริโภคในซีรีส์เกาหลีก่อนและหลังการยกเลิก กฎหมายโฆษณาแฝง. มธ, งานประชุมวิชาการระดับชาติด้านการสื่อสาร ครั้งที่ 5 ประจำปี 2564 (640-659).