本文研究置入性营销对于台湾传媒新闻部门的影响。本文引用詹姆斯·斯科特 有关“公开文本”与“隐藏文本”的理论，采用深度访谈法，探讨台湾的新闻媒体 主管，在置入性营销的业配新闻压力下，扮演的驯服者与被驯服者的双重角色，并 探讨其驯服与抗拒的策略。

This study aimed to discuss the influence of the product placement marketing upon the news sector of the media in Taiwan. It employed the public transcript and the hidden transcript analysis by James C. Scott to develop the theoretical frame, and used the "indepth interviews" as its research method. It tries to analyze the dual roles of Taiwanese news executives under the pressure of the product placement marketing , and detect their taming and resistance strategies towards the paid news from the production placement marketing project.