有線電視與廣告

Cable Television and Advertising

本研究旨在探討我國有線電視法廣告管理條文的適用性，及其對電視媒體生態的影響。由文獻探討與深度訪談結果獲知：一、我國在現階段應對有線電視法廣告管理有原則性的規定。二、有線電視適合「廣告節目化」，卻有「節目廣告化」，甚至「公益節目廣告化」的隱憂。三、有線電視與衛星電視相結合雖為時勢所趨，兩者廣告訴求對象將有部分重疊。後者應善用其跨文化、語言特色，重視形象呈現的影響力。四、有線電視傳播生態「環保」，要靠閱聽大眾共同推動。

This paper examines the application of the advertising articles of Cable Television Law and its impact upon the television ecology in Taiwan. The results of literature review and indepth interview show: 1. There should be some principle restrictions in the advertising articles of Cable Television Law at the beginning stage of the Cable Television Century in Taiwan. 2. One advantage of cable television is to provide more time and channels for commercial films. On the other hand, one disadvantage of that is to commercialize television programs or public access programs. 3. The satellite television advertising should make best use of its cross-cultural, cross-linguistic characteristics, value its influence of image-making. 4. The 'Environmental Protection' movement for cable television communication depends on the participations of mass audiences.