中文部分:
王冠翔(2000)。《政治行銷:候選人形象定位及認知差異之研究-以台灣二○○○年總統大選為例》。元智大學管理研究所碩士論文。李蓉姣(1987)。《政治廣告策略之研究-民國74年台北市議員競選傳單之內容分析》。中國文化大學新聞研究所碩士論文。吳明隆(2000)。《SPSS統計應用實務》。台北:松崗出版。
金溥聰(1997)。〈報紙的形象設定效果研究:以民國八十三年台北市長選舉為例〉,《新聞學研究》,55:203-223。周怡倫(1993)。《電視政治廣告策略之研究-第二屆國大代表競選期間政黨電視廣告之內容分析》。中國文化大學新聞研究所碩士論文。祝鳳岡(1994)。〈國際比較廣告規範之研究〉。《廣告學研究》,4:93-110。洪雅慧(1998)。〈漫談政治廣告〉,《廣告雜誌》88:105 -108。施淑芳(2000)。《資訊式廣告效果研究:以閱聽人之既存態度,廣告訊息涉入度與訊息論點品質為探討》。政治大學廣告研究所碩士論文。胡淑裕(1987)。《大眾傳播媒介塑造政治人物形象之研究--孫運璿、林洋港 、李登輝之個案分析》。中國文化大學新聞研究所碩士論文。夏珍( 1987)。《地方公職選舉人宣傳單之論題結構與策略分析─以七十四年縣市長選舉為例》。政治大學新聞研究所碩士論文。黃俊英、林震岩(1994)。《S AS精析與實例》。台北:華泰。
黃睿迪(2001)。《2000年台灣總統大選報紙負面競選廣告內容分析》。政治大學新聞研究所碩士論文。
張一彬(1998)。《候選人評價與投票行為:台灣1996年總統大選之研究》。東吳大學政治系碩士班碩士論文。張卿卿(2000)。〈美國政治競選廣告效果研究的回顧〉。《廣告學研究》,14:1-29。張寧民(1993)。《前任行政院長郝柏村在報紙形象呈現之研究--以聯合報為例》。政治作戰學校新聞研究所碩士論文。
陳世敏(1992)。〈候選人形象與選民投票行為〉。《新聞學研究》,46:149-168。陳先隆 (1995)。《報紙對民選台北市長候選人的形象塑造-以中國時報、聯合報、自由時報、自立早報為例》。政治作戰學校新聞研究所碩士論文。陳義彥、陳世敏(1990)。〈七十八年選舉的報紙新聞與廣告內容分析〉,台北:財團法人張榮發基金會國家政策研究資料中心。
陳憶寧(2001)。〈總統候選人攻擊性新聞報導與其支持度的關聯:以公元兩千年總統大選為例〉,《新聞學研究》,69:113-140。彭芸(1992)。《政治廣告與選舉》。台北:正中。
楊國樞、文崇一、吳聰賢、李亦園(1988)。《社會及行為科學研究法 下冊》。台北:東華。
蔡宜靜(2000)《不同廣告類型與產品涉入對廣告效果之影響-以運動鞋、運動飲料平面廣告為例》。國立體育學院體育研究所碩士論文。鄭自隆(1995)。《競選廣告─理論、策略、研究案例》。台北:正中。
劉倉賓(1998),「產品廣告訴求、涉入程度及高、低自我監控對廣告效果的影響」,交通大學管理科學研究所碩士論文英文部分:
Ansolabehere, S., Behr, R., & Iyengar, S.(1993). The Media Game. New York: Macmillan Publishing Company.
Ansolabehere, S., Iyengar, S., & Simon, A.(1999). Replicating Experiments Using Aggregate and Survey Data: The Case of Negative Advertising and Turnout. APSR 93: 901-910.
Ansolabehere, S., Iyengar, S., Simon, A., & Valention, N.(1994).Does Attack Advertising Demobilize The Electorate? American Political Science Review,88(4),829-838.
Atkin, C. K., & Heald, G.(1976). Effects of political advertising .Public Opinion Quarterly, 40, 216-228.
Basil, M., Schooler, C., & Reeves, B.(1991).Positive and negative political advertising: effectiveness of ads and perceptions of candidates, In Television and Political Advertising. Vol. 1. Psychological Process, ed. Frank Biocca (Hillsdale, NJ: Lawrence Erlbaum,1991), 245-262.
Benz, J. G., & DeCLercq, E.R.(1985).Content of television political spot ads for female candidates. Journalism Quarterly, 62, 278-283, 288.
Berelson, B., Larzarsfeld, P.F., & W.N. McPhee.(1954).Voting Chicage:The University of Chicago Press.
Boddewyn, J.S., & Marton, K.(1978).Comparison Advertising and Consumers. Journal of Contemporary Business, 1 Feb, 135-147.
Boiney, J.,& Paletz, D.L.(1991).In search of the model : Political science versus political advertising perspectives on voter decision making.In Biocca,F.(Ed)Television and Political advertising(Vol1,pp.3-25)Hillsdale, NJ: Erlbaum
Bowers, T.A.(1972).Issue and personality information in newspaper Political advertising. Journalism Quarterly,(49),446-452.
Campbell, M.C.(1995).When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments. Journal of Consumer Psychology,4(3),130-147.
Chang, W. H., Park, Jae-Jin., & Shim, S. W.(1998).Effectiveness of Negative Political Advertising, Web Journal of Mass Communication Research 2.
Devlin, L.P.(1995).Political commercials in American president elections, In Kaid L.L., & Hooltz-Bacha, C.(Eds), Political advertising in western democtacies: Parties & candidates on television , Thousand Oaks, Ca:Safe.
Droge, C. & Darmon R. Y.(1987), Associative Positioning Strategies through Comparative Advertising:Attribute versus Overall Similarity Approaches, Journal of Marketing Research, 24 December, 377-388.
Earl, R. L.,& Pride, W. M.(1980).The Effects of Advertisement structure, Message Sidedness, and Performance Test Results of Print Advertisement Informativeness. Journal of Advertising,(9)March, 460-465.
Faber, R. J., Tims, A. R., & Schmitt, K. G. (1993). Negative political advertising and voting intent: The role of involvement and alternative information sources. Journal of Advertising, 22, 67-76.
Flora, J., & Maibach, E.(1990). Cognitive responses to AIDS information: The effects of issue involvement and message appeal. Communication Research,17(6), 759-774.
Garramone, G. M.,(1985). Effects of Negative Political Advertising: the Roles of Sponsor and Rebuttal, Journal of Broadcasting & Electronic Media 29,147-159.
Garramone, G. M.,(1984).Voter Responses to Negative Political Ads ,Journalism Quarterly, 61(2), 250-259.
Garramone, G.M., Atkin, C.K., Pinkleton, B.E., & Cole, R.T.(1990).Effects of Negative Political Advertising on the Political Process. Journal of Broadcasting and Electronic Media, 34(3), 299-311.
Garramone G. M., & Smith S. J. (1984). Reactions to Political Advertising: Clarifying Sponsor Effects. Journalism Quarterly, 61 (4): 771-75
Glass, D. P. (1985). Evaluating presidential candidates: Who focuses on their
personal attributes? Public Opinion Quarterly,(49),517-534.
Graber, D. A. (1993).Mass Media and American Politics (4 th ed.). Washington, D.C.: Congressional Quarterly.
Grewal, D., Sukumar Kavanoor, Edward F. F., Carolyn, C.,& James., B.(1997), Comparative Versus Noncomparative Advertising: A Meta-Analysis, Journal of Marketing, (61)Oct., 1-15.
Gronbeck, M. B.(1985),The Rhetoric of Negative Political Advertising:
Thoughts on the Senatorial Race Ads in 1984,Paper presented at the Speech
Communication Association Convention, Denver.
Harmon, R. R., Razzouk, N. Y., & Stern, B. L.(1983).The Information Content of Comparative Magazine Advertising. Journal of Advertising, 18(4), 14-22.
Hellweg, S. A., Dionisopoulos, G. N., & Kugler, D. B. (1989).Political candidate image: A state-of-the-art review. Progress in Communication Sciences, 9, 44-71.
Hill, P.R.(1989).An exploration of voter responses to political advertisements. Journal of Advertising, 18(4), 14-22.
Hong, Y.H.(1996).Affect, Perceptual Bias, and Public Support for Regulation of Negative Political Advertising in the 1996 Taiwan Presidential Election, dissertation, School of Journalism and Mass Communication, University of Wisconsin-Madison, August, 1996.
Hovland, C. L.(1959). Reconciling Conflicting Results Derived From Experimental
and Survey Studies of Attitude Change. American Psychologist, 14: 8-17.
Isen, A. M., & Diamond, G. A.(1989). Affect and automaticity. In J. S. Uleman & J. A. Bargh (Eds.). Unintended Thought, 124-152. New York: Guilford.
James, K. E., & Hensel P. J.(1991), Negative Advertising: The Malicious Strain of Comparative Ad, Journal of Advertising ,20(2), June.
Johnson-Cartee , K. S., & Copeland , G.A.(1991a).Negative Political Advertising : Coming of age. Hillsdale , NJ: Lawrence Erlbaum.
Johnson-Cartee , K. S., & Copeland, G.A.(1991b).Candidate-Sponsored Negative Political Advertising Effects Reconsidered, paper presented to Association for Education in Journalism and Mass Communication Convention, Boston.
Johnson-Cartee, K. S., & Copeland, G. A.(1989). Southern Voters’Reaction to Negative Political Ads in 1986, Journalism Quarterly, 66(4), 888-893,986.
Johnson, K., & Copeland, G. (1987). Setting the parameters of good taste: Negative political advertising and voter reactions. Paper presented at the international communication association, Montreal, Canada.
Joslyn, R.(1980). The content of political spot ads. Journalism Quaraterly,57, 92-98.
Joslyn, R.(1986).Political advertising and the meaning of the elections In Kaid, L.L. Nimmo, D. & Sanders K.R.(Eds),New perspective on political advertisingpp.139-183.Carbondale, IL: Southern Illionis University Press.
Kahn, K. F., & John, G.(1994).Creating Impressions : An experimental investigation of Political Advertising on Television .Political Behavior, 16, 93-116.
Kaid, L.L.(1981)Political Advertising. In Nimmo, D., & Sanders, K.R.(Eds),Handbook of political communication, Beverly Hill, Ca:Sage
Kaid, L. L.(1994)Political Advertising in the 1992 Campaign, The 1992 Presidential Campaign: A Communication Perspective, ed. Robert E. Denton (pp. 111-127).Westport Connecticut: Praeger,.
Kaid, L. L., & Boydston, J.(1987).An Experimental Study of the Effectiveness of Negative Political Advertisements, Communication Quarterly 35, 193-201.
Kaid, L. L. & Johnston, A.(1991).Negative versus positive advertising in U.S. presidential campaign,1960-1988. Journal of Communication,41(3),53-64.
Kaid L. L. & Sanders K.R.,(1978).Political Television Commercial:An Experimental Study of Type and Length. Communication Research,5(1), 57-71.
Kaid, L. L., & Davidson, D. K.(1986).Elements of Videostyle:Candidate Presentation Through Television Advertising, New Perspectives on Political Advertising , (ed.) L. L.
Kaid & K. R. Sanders, 184-209.
Kern, M.(1989). 30-Second Politics: Political Advertising in the Eighties, New York: Praeger.
Kerwin, S. C.(1998).Political Consultants and Negative Campaigning, University Press of American
Kinder, D.R., Peters, M.D., Abelson, R.P., & Fiske, S.T. (1980). Presidential Prototypes. Political Behavior 2, 315-337.
King, E. G.(1995). The flawed characters in the campaign: Prestige newspaper assessments of the 1992 presidential candidates'' integrity and competence, Journal of Mass Communication Quarterly,72, 84-97.
Lau, R. R.(1986). Political Schemata, Candidate Evaluation, and Voting Behavior, in Lau R. R., & Sears D. O., (eds), Political Cognition, Hillsdale, N. J.: Lawerence Erlbaum Associates,347-366.
Levine, P.(1976).Commercials that name competing brands. Journal of Advertising Research,16, 7-14.
Lord, R.K., & Putrevu, S.(1994).Comparative and noncomparative advertising : attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising,23(2),77-90.
McCombs, M.,& King, P.(1994). The party agendas in the 1992 Taiwan legislative election:A content analysis of the television political party advertisements, Asian Journal of Communication,4(1),77-96
McGee, M. C.(1978). Not men but measures: The origins and support of an ideological principle, Quarterly Journal of Speech, 64,141-156.
Merritt, S.(1984).Negative Political Advertising : Some Empirical Findings, Journal of advertising, 13(3), 27-38.
Miller, A. H., & Wattenberg, M. P.(1985)Throwing the Rascals out., American Political Science Review,(79),359-372.
Muehling, D., Stoltmann, J. J., & Grossbart, S.(1990). The impact of comparative advertising on levels of message involvement, Journal of Advertising, 19(4), 41-50.
Newhagen, J. E., & Reeves, B.(1991),Emotion and Memory Responses for Negative Political Advertising:A Study of Television Commercials Used in the 1988 Presidential Election ,paper presented to the AEJMC,.
Natchez, P. B., & Bupp, I. C.(1968). Candidates, issues, and voters, Public Policy,(17), 409-437.
Neese, W. T., & Taylor, R. D.(1994). Verbal strategies for indirect comparative advertising. Journal of Advertising Research(34), 56-69.
Nimmo, D.,& Savage, R. L.(1976).Candidates and Their Images: Concepts, Methods, and Findings. Santa Monica, California: Goodyear Publishing Company, Inc.
Nugent, J.F.(1987).Positively Negative. Campaigns and Elections.March/April: 47-49.
O’Conner,P.J.(1986).The Information Value of Comparative Advertising Mediatiog Purchase Influence. Proceedings of the American Marketing Association Educators Conference,Terence A.Shimp et al., Chicage, IL:American Marketing Association.
Patterson, T. E.,&McClure, R.D.(1974).Television news and political advertising:The impact of exposure on voter''s beliefs. Communication Research, 1.
Pfau, M.& Henry, C. K.(1990), Attack Plitics : Strategy and Defense , New York : Praeger.
Pinkleton, B.E., & Garramone, G. M.(1992 ).A Survey of Responses to Negative Political Advertising : Voter Cognition, Affect and Behavior, in Proceedings of the 1992 Conference of the American Academy of Advertising, Leonard N. Reid,ed., Athens, GA : American Academy of Advertising, 127-133.
Pinkleton, B. E.(1998).Effects of Print Comparative Political Advertising on Political Decision-Making and Participation.Journal of Communication,Autumn.
Pinkleton, B. E.(1997). The Effects of Negative Comparative Political Advertising on Candidate Evaluations and Advertising Evaluations: An Exploration. Journal of Advertising, 26, 19-29.
Prasad, V.K.(1976).Communications effectiveness of comparative advertising : A laboratory analysis. Journal of Marketing Research,13, 128-137.
Rarick, D. L., Duncan, M. B., Lee, D. G., & Porter, L. W.(1977). The Carter persona: An empirical analysis of the rhetorical visions of campaign ''76, Quarterly Journal of Speech,(63),258-273.
Roddy, B. L., & Garramone, G. M.(1988).Appeals and Strategies of Political advertising. Journal of Broadcasting and Electronic Media, 32:4, 415-427.
Rosenberg, S. W. & McCafferty, P.(1987). The Image and the Vote Manipulating
Voters’ Preferences. Public Opinion Quarterly,(51),.31-47.
Sabato, L.(1981).The Rise of Political Consultants: New Way of Winning Elections (NY: Basic Books, 1981).165-166.
Salmore, B. G., & Salmore, S. A.(1989). Candidales, Parties, and Campaigns, Washington, DC: Congressional Quarterly Press.
Shapiro, A.M., & Rieger, H.R.(1992).Comparing Positive and Negative Political Advertising on Radio. Journalism Quarterly, 69(1),135-145.
Sheluga, D.A.& Jacoby, J.(1978).Do comparative claim encourage comparison shopping? The impact of comparative claims in consumer’s acquisition of product information. In Current Issues and Research in Advertising(ed.)Leigh, J.H.& Martin, C.R.jr.,pp.23-37.Ann Arbor, MI:The university of Michigan.
Shimp, T. A.,& Dyer, D. C.(1978)The Effects of Comparative Advertising Mediated by Market Position of Sponsoring Brand. Journal of Advertising 7 (3): 13-19.
Shyles, L.(1983).Defining the issue of a presidential election from televised political spot advertisements. Journal of Broadcasting,27,(4), 333-343.
Shyles, L. (1984). Defining "images" of presidential candidates from televised
political spot advertisements. Political Behavior 6 ,171-181.
Sonner, B.S.(1998)The effectiveness of negative political advertising: a case study,Journal of Advertising Research ,38(6),37-42
Sorescu, A. B.,& Gelb, B. D.,(2000).Negative Comparative Advertising. Evidence Favoting Fine-Tuning. Journal of Advertising, Winter 29(4)25, 16p , 5 chart.
Squire, P.& Fastnow, C.(1994).Comparing Gubernatorial and Senatorial Elections. Political Research Quarterly,(47),705-720
Steward, C. J.(1975).Voter Perception of Mud-slinging in Political Communication. Central States Speech Journal, 26, 279-286.
Surlin, S. H., & Gordon, T.F.(1977).How Values Affect Attitudes Toward Direct Reference Political Advertising ,Journalism Quarterly,54, 89-98.
Syinyard, R.W.(1981).The interactive between comparative advertising and copy claim variation, Journal of Marketing Research, 18(May) ,175-186.
Thorson, E., Christ, W.G., & Caywood, C.(1991). Effect of issue- image Strategies, attack and support appeals, music, and visual content in Political commercials. Journal of Broadcasting & Electronic Media, 35(4).
Wattenberg, M.(1990) The Decline of American Political Parties: 1952-1988. Cambridge: Harvard University Press.
Weigold, M. F. (1992). Negative Political Advertising: Individual differences in response to image versus issue ads. In L. Reid (Ed.), Proceedings of the 1992 American Academy of Advertising(pp.144-149).Athens, GA: American Academy of Advertising.
Westly, M. C.(1991). Senate Elections and Campaign Intensity. Baltimore: Johns Hopkins University Press.
Yang L.(1996).Empirical Studies of Negative Political Advertising : A Quantitative Review Using A Method of Combined Citation and Content Analysis. Scientometrics, 37(3),385-399 .
Zandpour, F.(1985). 1984 Presidential Candidates, Voter''s Cognitive Styles and Preferences. Paper presented at the International Communication Association Convention, Honoluu, HI.