Product placement has been widely used in Journalism. There are abundant researches in this phenomenon; however, researches in the format of product placement, especially the format of medical products placement, are deficient. So far, in Taiwan, there are many analyses of product placement which inspect the phenomenon from the angle of criticism rather than the angle of result and effect. Now, NCC also legislates against product placement in Journalism. As a result, this research tries to explore attitudes and cognition of audience exposed to such environment by knowing the format of medical product placement in Journalism, and enriches the research in this field.
中文關鍵詞
醫療新聞，置入性行銷，品牌置入，公共關係
英文關鍵詞
Medical news， Products Placement， Brand Placement， Public Relations