本研究依據影像的視覺表徵與影片的聲音情境，提出品牌置入在節目中的不同「演出型態」（演出、非演出）與「聲音型態」（樂音、語音），可能造成閱聽者對品牌置入的行為認知與態度感受上的差異，進而影響品牌置入的溝通傳達效果。本研究以冠名節目為樣本範圍進行腦波EEG實驗，研究目的包含：（a）釐清品牌置入的定義與類型。（b）調查冠名節目中品牌置入設計分佈之狀況。（c）腦波實驗「演出型態」與「聲音型態」的品牌置入效果。研究結果如下：
(1) 文獻探討品牌置入在節目中視覺表徵與聽覺上聲學性質的差異，歸納出品牌置入「演出型態」與「聲音型態」的框架。
(2) 藉由現況分佈調查發現，2011至2014的12個中國冠名歌唱節目中，品牌置入型態的設計趨勢分佈，非演出品牌置入（57.43%）的比例多於演出（42.57%），語音品牌置入（61.86%）的比例多於樂音（38.14%）。
(3) 實驗結果中，行為數據發現為品牌置入不同「演出型態」與「聲音型態」，對覺察度有交互作用；不同「演出型態」與「聲音型態」，對喜好度與購買慾無交互作用。
(4) 腦波實驗ERP結果為，品牌置入的不同演出型態與聲音型態，在P1、N1、P2、N270、P3與LPC等與注意覺察、情緒喜好相關的波段，都有顯著交互作用，且涉及到辨識視覺與聽覺訊息的認知，卻與購買慾無顯著相關性。
(5) 腦波實驗ERSP結果為，不同演出型態及聲音型態，在theta、alpha、beta及gamma有顯著差異，並出現在處理圖像情感及分析語意的左額葉（BA 43及BA 46）、分析音調與節奏及感知音樂情緒的右顳葉（BA 41）、處理場景編碼記憶及相關音樂情緒的扣帶迴周圍區域（BA 23、BA 30、BA 31及BA 32）、整合視聽空間訊息及參與情感認知的頂葉（BA 2及BA 40）與處理視覺圖像並涉及主觀偏好的視覺皮層（BA 17及BA 18）。

This study, based on the visual representation of the image and the sound context of the film, proposes the different ways of “Representation”(Representable, Non-representable) and “Sound”(Music Sound and Speech Sound) of brand placement in programs which, may be responsible for different behavioral cognitions and attitudes to audience, and thus may make a effect the result of communication of brand placement. Using EEG to experiment from title-Sponsor-programs, the purpose of this study is to: (a) clarify the definition and types of brand placement. (b) investigate the trends of brand placement design. (c) use EEG to experiment the effect by ”Representation” and “Sound” of brand placement. The results are stated below:
(1) Literature review shows the differences of brand placement in programs by visual representation and acoustic properties, and then defines the framework on “Representation” and “Sound” of brand placement.
(2) According to the market survey from 17 Chinese title Sponsor singing programs from 2011 to 2014, it is evident that in the distribution of design trend on brand placement pattern was distributed in 17 Chinese title Sponsor singing programs from 2011 to 2014, Non-representable brand placement (57.43%) was more than Representable (42.57%); and Speech Sound brand placement (61.86%) was more than Music Sound (38.14%).
(3) Behavioral results from experiments showed a significant interactive effect on different “Representation” and “Sound” of brand placement on awareness; on the other hand, the different “Representation” and “Sound” of brand placement have no interactive effect on preference and purchasing desire.
(4) The results of event-related potential (ERP) analyses showed significant interactive effects on different “Representation” and “Sound” of brand placement in P1, N1, P2, N270, P3 and LPC, which are related to attention, awareness, emotion and preference on recognizting visual and audio information; however, it is not significantly related to purchasing desire.

(5) The results of event-related spectral perturbation (ERSP) analyses indicated that theta, alpha, beta, and gamma band activities were significantly different, and these differences existed in below terms: the left frontal (BA 43 and BA 46), which processes scene-coded memories and relative music emotions, the right temperal (BA 41), which analyzes the tone and rhythm, the cingulate gyrus (BA 23, BA 30, BA 31 and BA 32), which process coding and memorizing of scene and emotion of music, the parietal (BA 2 and BA 40), which integrates spatial information on audiovisual and participates emotional cognition, the visual cortex (BA 17 and BA 18), which processes visual image and involves in subjective preference.

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