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研究生:沈沛樺
研究生(外文):Shen Pei Hua
論文名稱:廣告訴求、廣告類型對負面政治廣告效果影響之研究
論文名稱(外文):A Study of Effects of Negative Advertising Performance by Advertising Appeals and Types
指導教授:洪雅慧洪雅慧引用關係
學位類別:碩士
校院名稱:輔仁大學
系所名稱:大眾傳播學研究所
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
中文關鍵詞:廣告效果議題廣告形象廣告比較性廣告攻擊廣告負面政治廣告
外文關鍵詞:advertising effectissue advertisingimage advertisingcomparative advertisingattack advertisingnegative political advertising
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  • 收藏至我的研究室書目清單書目收藏:2
以目前台灣的政治生態而言,在選戰時刻以政治廣告作為形象包裝、政見宣揚的工具自然是各家候選人必定採取的宣傳手法,特別是以負面攻擊廣告作為攻擊對手的手段,更是候選人在選戰中不可或缺的競選策略之一,而本研究即旨在探討不同類型的負面政治廣告類型(比較性廣告、直接攻擊廣告),與不同的訴求方式(議題訴求、形象訴求)是否會產生不同的廣告效果?在本研究中,對候選人又會產生何種影響?
本研究分別以受試者對負面政治廣告以及候選人的態度,為本研究測量負面政治廣告效果的依據,因此針對選民對負面政治廣告的「廣告可信度」、「廣告資訊性」、「廣告喜好度」、「候選人人格評價」、「候選人喜好度」以及「投票意向」為測量的依變項。
本研究六個研究問題如下:
1.負面政治廣告類型的不同(比較性廣告、直接攻擊廣告),與訴求方式的不同(議題訴求、形象訴求)是否導致不同的廣告可信度?
2.負面政治廣告類型的不同(比較性廣告、直接攻擊廣告),與訴求方式的不同(議題訴求、形象訴求)是否導致不同的廣告資訊性?
3.負面政治廣告類型的不同(比較性廣告、直接攻擊廣告),與訴求方式的不同(議題訴求、形象訴求)是否令選民產生不同的廣告喜好度?
4.負面政治廣告類型的不同(比較性廣告、直接攻擊廣告),與訴求方式的不同(議題訴求、形象訴求)是否會導致選民對於廣告中的候選人產生不同的候選人評價?
5.負面政治廣告類型的不同(比較性廣告、直接攻擊廣告),與訴求方式的不同(議題訴求、形象訴求)是否會導致選民對於廣告中的候選人產生不同的候選人喜好度?
6.負面政治廣告類型的不同(比較性廣告、直接攻擊廣告),與訴求方式的不同(議題訴求、形象訴求)是否會導致選民對於廣告中的候選人產生不同的投票意向?
本研究採取實驗法之研究方法,以了解自變項與依變項之關係,以雙因子變異數分析(Two-way Anova)以及相依樣本T檢定(Paired-sample T test)之統計方法,檢測本研究之自變項-負面廣告類型、負面廣告訴求方式對應各個依變項之效果。
本研究根據研究結果,提供以下建議以供候選人在競選廣告策略上之參考:
1. 廣告主候選人宜採負面廣告中之比較性廣告攻擊對手。
2. 採用直接攻擊廣告時,在攻擊題材上採議題攻擊較佳,形象攻擊廣告
容易引起反踢效應。
3. 議題攻擊廣告能提高選民對廣告主候選人之投票意向。
第壹章、 緒論
第一節、研究背景………………………………………1
第二節、動機與目的……………………………………2
第三節、研究問題………………………………………4
第四節、本文架構………………………………………5
第貳章、文獻探討
第一節、負面廣告的意涵……………………………6
第二節、比較性廣告與直接攻擊廣告………………14
第三節、負面廣告訴求………………………………19
第四節、負面政治廣告效果…………………………27
第參章、研究方法
弟一節、研究方法……………………………………35
第二節、研究流程……………………………………36
第三節、研究假設……………………………………37
第四節、研究方法……………………………………43
第五節、本研究之問卷設計…………………………52
第六節、分析方法……………………………………55
第肆章、資料分析
第一節、廣告類型之假設檢定………………………56
第二節、廣告訴求方式之假設檢定…………………61
第三節、小結…………………………………………67
第伍章、結論與建議
第一節、研究結論與討論……………………………72
第二節、研究討論……………………………………78
第三節、研究限制……………………………………81
第四節、未來研究建議………………………………82
參考文獻………………………………………………85
附錄……………………………………………………98
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