臺灣博碩士論文加值系統

選舉期間，年輕人總是被抱怨不站出來投票，甚至被歸為政治冷感的一群。儘管越來越多年輕人勇於在網路社群上進行公民參與的活動，但是公民參與人數卻不見得能如實反映在投票率上。相關研究發現年輕選民不踴躍參與投票的因素在於政治參與感低落，政治效能感較差的關係，同時對於政治資訊也不甚了解。所以競選廣告中總會為了年輕選民擬定專屬策略，像是競選廣告上大多不會呈現太多的資訊，主要以音樂融入情感氛圍為主要的設計概念，或是結合背書人的推薦，藉此拉抬候選人或政黨的知名度與熟悉感。
　　本研究旨在瞭解如何透過競選廣告影響年輕選民的投票決策，以年輕選民的時間焦點為主要推論基礎，測試競選廣告中不同的時間焦點訴求，以及使用興奮或平靜的競選廣告音樂，將產生何種廣告效果？當廣告訴求與音樂相搭配時，加上競選背書人，又有何廣告效果變化。
　　實驗刺激為一段一分鐘長的電視競選廣告，操弄的自變數分別為：廣告訊息訴求（現在vs.未來）、廣告音樂（平靜vs.興奮）、背書人類型（名人vs.素人）、廣告推薦政黨（國民黨vs.民進黨）。研究結果發現，以下5種情況可使競選廣告對年輕選民產生較佳廣告效果：（1）未來焦點訴求，相較於現在焦點訴求；（2）廣告音樂使用興奮的歌曲，相較於平靜的歌曲；（3）使用名人背書；（4）競選廣告音樂使用興奮的歌曲時，搭配未來焦點廣告訴求相較於現在焦點；競選廣告音樂使用平靜的歌曲時，採用名人背書（5）名人背書時搭配平靜音樂，素人背書時搭配興奮音樂或是未來時間焦點訴求。然而，也須注意當：（1）使用平靜的歌曲時，不論訴求未來或現在焦點訴求，對年輕選民都不會產生不同的廣告效果；(2）名人背書時，廣告訴求類型則對年輕選民失去效果。本研究結果提供競選陣營針對年輕選民設計廣告的建議，另外對於時間焦點、年輕選民、競選廣告訴求、競選廣告音樂、政治背書等研究領域提供理論上的意涵。

During the elections, the young people always complained does not stand out to vote, even is called politically apathetic. In spite of many young people brave to participate the citizen movement on the social network. However, the population who join the movement is not able to reflect the actual turnout. Some researchers suggest that young voters not willingly to vote are because of low sense of political participation and political efficacy, even they are not really understood regarding the political information. Therefore in a campaign advertising for young voters mostly won’t be able to present too many information, mainly integrates the emotion atmosphere take music as the main design concept or use endorser''s recommendation to lifts the candidate or party''s awareness and the familiarity.
　This research purpose to understand the campaign advertising how to influence young voters decision making. Will produce what kind of advertising effectiveness when taking the young voter''s temporal focus as the main inference foundation, and advertising appeal different temporal focus with excited or calm music in campaign advertising? Additionally, advertising appeal matching with music, then add in the endorser advertisement effect are also explored.
　Experiment use minute television campaign advertising as stimulus. The experimental manipulation independent variables were advertising appeal (present vs. future), music (calm vs. excited), the endorser (celebrity vs. non- celebrity), and recommendation party (KMT vs. DPP). The results reveal the following 5 conditions. The campaign advertising (1) appeals the temporal focus is future, compare with the present focus; (2) music use excited song, compare with calm song; (3) uses the celebrity to endorse; (4) while using excited song, compares with the present focus matching future focus; using calm song and celebrity to endorse (5) while the endorser is celebrity matching the calm song, non- celebrity matching future focus or excited song will able to generate the good advertising effectiveness of young voters. But there is some attentive situation. (1) While using the calm song, no matter appeals the temporal focus is future or the present guides, won’t be able to generate the different effectiveness to the young voters. (2) When celebrity as an endorser, the advertising appeal with different temporal focus loses the effect to the young voter. This research contributes to suggest the campaign teams to design the advertisement of the young voter, moreover to provide the temporal focus , a young voter, campaign advertising appeal, campaign advertising music, politics　endorsement and so on the research theoretical implications.

論文審定書………………………………………………………………..........................i
謝誌…………………………………………………………………………….......………ii
中文摘要…...……………………………………………………………………….......…iii
英文摘要………...………………………………………….......…………………………iv
第一章 緒論………………………………………………………………....................1
　第一節、 研究背景……………………………………………………………….....1
　第二節、 研究動機……………………………………………………………….....3
　第三節、 研究問題……………………………………………………………….....6
　第四節、 研究目的……………………………………………………………….....6
　第五節、 研究範圍……………………………………………………………….....7
第二章 文獻探討……………………………………………………………….............9
　第一節、 時間焦點……………………………………………………………….....9
　第二節、 競選廣告之訴求…………………………………………………………14
　第三節、 競選廣告音樂……………………………………………………………16
　第四節、 背書人類型………………………………………………………………18
　第五節、 年輕選民投票意願………………………………………………………21
第三章 研究架構與假說推論………………………………………………………….27
　第一節、 研究架構………………………………………………………………....27
　第二節、 研究假說………………………………………………………………....27
第四章 正式實驗………………………………………………………………............35
　第一節、 研究方法………………………………………………………………....35
　第二節、 樣本與實驗設計…………………………………………………………35
　第三節、 實驗刺激………………………………………………………………....37
　第四節、 實驗程序………………………………………………………………....51
　第五節、 變數衡量………………………………………………………………....54
　第六節、 分析方法………………………………………………………………....63
　第七節、 分析結果………………………………………………………………....64
第五章 結論與建議……………………………………………………………….......113
　第一節、 主要研究發現…………………………………………………………...113
　第二節、 理論意涵………………………………………………………………...116
　第三節、 實務意涵………………………………………………………………...119
　第四節、 研究限制與未來研究方向……………………………………………...122
參考文獻…………………………………………………………………………….........127
附錄一　前測一問卷設計………………………………………………………………..150
附錄二　前測二問卷設計………………………………………………………………..163
附錄三　前測三問卷設計………………………………………………………………..171
附錄四　正式問卷設計………………………………………………………………......185

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韓馥尹（2016年1月25日）。〈蔡英文的選戰策略：網路空戰到近身肉搏戰缺一不可〉，《SOS平台》。取自https://sosreader.com/蔡英文的選戰策略：網路空戰到近身肉搏戰缺一不/
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