參考書目：
1.中文參考書目：
川勝久 (1975)，汪志龍、施錦標合譯，廣告心理學，台北，巨浪。
大山正（1998），色彩心理學：追尋牛頓和歌德的腳步，台北，牧村圖書公司。
王淑俐 (1995)，青少年情緒的問題、研究與對策，台北，國立編輯館。
江炳倫 (1983)，政治文化研究導論。台北：正中。
朱華 (1999)，強化廣告引人注意和記憶的功能，無錫教育學院學報，13(4)，75-76。
李光勳(2003)，廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果影響之研究，東吳大學/企業管理學系碩士論文。呂成發 (2004)，金門縣選民投票行為之研究－2004年總統選舉個案分析，銘傳大學國家發展與兩岸關係在職專班碩士論文。沈沛樺 (2001)，廣告訴求、廣告類型對負面政治廣告效果影響之研究，輔仁大學大眾傳播研究所碩士論文。吳蕙芬 (1998)，候選人形象研究：以83年與87年台北市長候選人陳水扁為例，政治大學新聞學系碩士論文。吳建宗 (2001)，廣告訴求、代言人類型對推廣核能發電之溝通效果，交通大學經營管理研究所碩士論文。金溥聰（1998）。選戰與候選人形象。第六屆中華民國廣告暨公共關係學術與實務研討會，台北，國立政治大學廣告系。
林書堯 (1991)，色彩認識論，台北，三民書局。
林書堯 (1993)，色彩學，台北，三民書局。
林建煌 (1993)，節目氣氛與音樂關聯性對廣告效果之影響研究，廣告學研究，第二集，頁1-36。林建煌、黃子幔 (1998)，電視廣告音樂、廣告特性與產品屬性之相關研究，廣告學研究，第十集，頁51-68。
林玉華 (2001)，樂曲無法幫助歌詞記憶，台灣大學心理學研究所碩士論文。林佳燕 (2001)，大學生個人特質因素對色彩嗜好關係之研究，交通大學應用藝術所碩士論文。洪雅慧 (2000)，候選人網站使用人口結構與其使用動機研究：以2000年總統大選為例，第三屆媒介與環境研討會，台北，輔仁大學大眾傳播學研究所。
洪雅慧 (2003)，網路使用、網路依賴、政治參與對候選人網站可信度之影響－以2002年台北市長選舉為例，2003中華傳播學會研究會論文。
洪雅慧 (2004)，點選政治網站，觀看政治廣告，廣告學研究，21，113-116。
胡佛（1986），選民的政見取向：結構類型與運作，社會科學論，34，111-143
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，政治大學廣告學系碩士論文。祝鳳岡 (1995)，「廣告感性訴求策略」之策略分析，廣告學研究，第五集，頁85-112。許惠珠 (1992)，音樂對廣告效果影響之研究，台灣大學商學研究所碩士論文。許惠珠、翁景民 (1994)，音樂對廣告效果影響之研究，廣告學研究，第三集，頁21-68。陳世敏 (1990)，候選人形象與選民投票行為，新聞學研究，第四十六集，頁149-168。陳尚永 (1998) ，影響台灣地區大學生價值觀之媒介因素探討—以電視廣告為例，1998年媒介與環境學術研討會論文，台北，輔仁大學。
陳弘鈞 (1998)，數據訊息說明產品屬性的廣告效果，交通大學管理科學研究所碩士論文。陳宜足、張恬君 (1998)，廣告感性策略下，「異形廣告」、「無色彩廣告」與「一般廣告」對FCB模式區格中產定之溝通效果研究，廣告學研究，第十集，頁69-90。陳玲玲 (2002)，政黨電視競選廣告對政黨形象塑造之研究－以2001年立法委員選舉為例，世新大學傳播研究所碩士論文。陳秀瑄 (2002)，正面和負面政治廣告對政治知識、政治犬儒主義與政治效能感、投票行為的影響：以2002年台北市長選舉為例，輔仁大學大傳播研究所碩士論文。陳敏郎(2000)，廣告代言人對推薦品牌廣告效果影響之研究，國立交通大學/經營管理研究所碩士論文。康裕 (1987)，音樂對情境焦慮與閱讀記憶之影響，政治大學心理研究所碩士論文。彭芸 (2001)，2000年總統大選的媒介使用、選舉參與及投票對象，選舉研究，7(1)，21-52。彭金燕 (2000)，代言人可信度對廣告效果與購買意願影響之研究，大葉大學/事業經營研究所碩士論文。彭縱仁 (2002)，音樂特性在不同涉入情境下對廣告效果影響途徑之研究，台灣大學商學研究所碩士論文。黃秀瑞 (1996)，決定勝負的關鍵：候選人的特質與能力在總統選舉中的重要性，選舉研究，第3卷第1期。
黃正和 (2002)，文字動畫中動態韻律與音樂節奏的搭配對記憶性之影響，交通大學應用藝術所碩士論文。張卿卿 (1999) 女性候選人在選舉中的優劣勢－以八十六年台北縣縣長候選人周荃為例，選舉研究，6(1)，111-141。張卿卿 (2000)，美國政治競選廣告效果研究的回顧，廣告學研究，第14期，頁1-29。張卿卿 (2002)，大學生的政治媒介認知、政治媒介行為與其政治效能與政治參與之間的關係，選舉研究，第9卷第2期，頁37-63。傅明穎 (1996)，北市候選人評價與投票決定—以民國83年台北市長選舉為例，台灣大學三民所碩士論文。楊中芳 (1989)，《廣告的心理學原理》，遠流出版社。
楊書成 (1998)，全球資訊網廣告內容對廣告效果之探討-網路雜誌之實驗室研究，中央大學資訊管理研究所碩士論文。潘智彪譯，瓦倫汀著 (1991)，《實驗審美心理學—繪畫篇》，台北，商鼎文化出版社。
鄭麗玉 (1993)，認知心理學：理論與應用，台北，五南。
鄭默、鄭日昌譯(1995)，心理學研究：方法與設計，James G. C.著，台北，五南。
鄭自隆 (2004)，競選傳播與台灣社會，台北，揚智文化 。
鄭棟榮 (2004)，選民投票行為的演變因素研究-以第二~第五屆立法委員的選舉為例，銘傳大學公共管理與社區發展研究所職專班碩士論文。蕭湘文 (1999)，大學生媒體使用與政治涉入程度之關聯性研究，民意研究季刊，208，79-104。
劉明哲(2003)，消費者生活型態、消費者購買涉入程度與廣告訴求對廣告效果之影響－以行動電話為例，中國文化大學國際企業管理研究所碩士論文。劉燕當譯，A. Copland著（1969），《怎樣欣賞音樂》。台北：樂友書房。
劉家馴譯（1995），廣告大創意，George Lois著，台北，智庫文化。
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。傅恆德(2000)，政治參與的類型：誰參與抗議性活動，東海社會科學學報，第20卷，頁61-83。鄒亞權 (2000)，收視情境之負面情緒與廣告效果之關聯性--以害怕情緒為例，世新大學傳播研究所碩士論文。2.英文參考書目：
Alpert, J. I. and Alpert M. I. (1988). Background Music as an Influence in Consumer Mood and Advertising Responses, Advances in Consumer Research, 16, 485-491.
Altman, R. (1987) Television: The Critical View,Television sound, in H. Newcomb ed., New York: Oxford University Press.
Bierley, Calvin, Frances, K. M. and Renee V. (1985), Classical Condition of Preferences for Stimuli, Journal of Marketing, 12(October), 316-23.
Burgoon, M. (1989). Messages and Persuasive Effects Message Effects in Communication Science, 129-159. Newbury Park, CA: Sage
Cohen, J. and Davis, R. G. (1991). Third-Person Effects and the Differential Impact in Negative Political Advertising. Journal of Quarterly, 68, 680-688.
Devlin, L. P. (1995). Political Commercials in American President Elections. In Kaid, L. and Hooltz-Bacha, C. (Eds.). Political Advertising in Western Democracies: Parties & Candidates on Television, Ca: Safe.
Devlin, L. (1986). an Analysis of Presidential Television Commercials, 1952-1984. New Perspectives on political advertising, Carbondale: Southern Illinois University Press.
Diamond, E. and Bates (1984). The spot: the Rise of Political Advertising on Television, 37-38. Cambridge, Mass: MIT Press.
Earl, R. L. and 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.
Finkel, S. E. and Geer, J. G. (1998). A Spot Check: Casting Doubt on the Demobilizing Effect of Attack Advertising. American Journal of Political Science, 42(2), 573-595.
Fisher, S. and Greenberg, R. D. (1972). Selective Effects upon Women of Exciting and Calm Music. Perceptual and Motor Skill, 34, 987-990.
Fogelson, S. (1973). Music as a Distracter on Reading Test Performance of Eighth Grade Students. Perceptual and Motor Skills, 36, 1265-1266.
Garramone, G. M. and Smith S. J. (1984). Reactions to Political Advertising: Clarifying Sponsor Effects. Journalism Quarterly, 61(4), 771-75.
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.
Glass, D.P. (1985). Evaluating Presidential Candidates: Who Focuses on Their Personal Attributes? Public Opinion Quarterly, 49, 517-534.
Goldstein, A. (1980). Thrills in Response to Music and Other Stimuli. Physiological Psychology, 8, 126-129.
Gorn, G.J. (1982), The Effects of Music In Advertising On Choice Behavior: A Classical Conditioning Approach, Journal of Marketing, Winter, 46, 94.
Grayston, D. (1974). Music While You Work, Industrial Management, 4, 38-39.
Greenberg, R. D. and Fisher, S. (1971). Some Differential Effects of Music on Projective and Structured Psychological Test. Psychological Reports, 28, 817-818.
Guaustom, D. (1974). Music While you Work. Industrial Management, 4(June), 38-39.
Hacker (1995). Candidate Images in Presidential Elections. NY: Praeger.
Hahn, D. F. and Gonchar, R. M. (1972). Political Myth: the Image and the Issue. Today’s Speech, 20, 57-69.
Harmon, R.R. , Razzouk, N.Y. and Stern, B. L.(1983).The Information Content of Comparative Magazine Advertising. Journal of Advertising, 18(4), 14-22.
Henningham, J. (1988). Looking at Television News, Longman Cheshire.
Holbrook, M.B. and Batra, R. (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14(Dec), 404-420.
Hong, Y. H. (1996). Affect, Perceptual Bias, and Public Support For Regulation of Negative Political Advertising in The 1996 Taiwan Presidential Election. Unpublished Doctoral Dissertation, University of Wisconsin-Madison.
Hunt, James B.(1988).An Experimental Study of the Effect of Music on Radio Commercial Performance, In Proceedings of the Southern Marketing Association, 37-40.
Jacobson, H. L. (1956) The Effects of Sedative Music on the Tension, Anxiety, and Pain Experienced by Mental Patients During Dental Procedures. Bulletin of the National Association of Music Therapy, 3, 9.
Johnston A. and White A.B. (1994). Communication Styles and Female Candidates：a Study of the Political Advertising During the 1986 Senate Election. Journalism Quarterly, 71(2), 321-329.
Jamieson, H.K. (1992). Dirty Politics: Deception, Distraction, and Democracy. NY: Oxford University Press.
Kern, M. (1989). Conclusion: The New Mass Media Election, 30-Second Politics, 207-212. New York: Praeger.
Kaid, L. L. (1981). Political Advertising. In Nimmo, D. and Sanders, K.R. (eds.), Handbook of Political Communication. Beverly Hill, CA: Sage.
Kaid, L.L. & Johnston, A. (1991). Negative versus Positive Television Advertising in U.S. Presidential Campaigns 1960-1988, Journal of Communication, Summer91, 41(3), 53-64.
Kaid, L.L., Chanslor M. and Hovind, M. (1992). The Influence of Programand Commercial Type on Political Advertising Effectiveness, Journal of Broadcasting & Electronic Media, 36, 303-320.
Kinder, D.R., Peters, M.D., Abelson, R.P. and Fiske, S.T. (1980). Presidential Prototypes. Political Behavior, 2, 315-337.
Leshner, G. and McKean, M.L. (1997). Using TV news for political information during an off-year election: effects on political knowledge and cynicism. Journal and Mass Communication Quarterly, 74(1), Spring.
Lutz, R.J. and Swasy L. (1977). Integrating Cognitive Structure and Cognitive Response Approaches to Measuring Communication Effects, Advances in Consumer Research, 4, 363-371.
Lutz, R.J., MacKenzie, S.B. and Belch, G.E. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: a Test of Competing Explanations. Journal of Marketing Research, 23(May), 130-143.
Macinnis, D.J. and Park, C.W. (1991). The Difference Role of Characteristics of Music on High and Low Involvement Consumers’ Processing of Ads. Journal of Consumer Research, 18 (September), 161-173.
Mark, G.A., Sheila, B., Sarah, H.E. and Zachary, M. Differential Linguistic Content of Various Forms of Political Advertising. Journal of Broadcasting & Electronic Media, Winter2000, Vol. 44 Issue 1, p27
McGrath, J.E. and McGrath, M.F.（1962）. Effects of Partisanship on Perceptions Political Figures. Public Opinion Quarterly, 26, 236-248.
Milliman, R.E. (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers, Journal of Marketing, 46(summer), 86-91.
Mitchell, A.A. (1988). Current Perspectives and Issues Concerning the Explanation of Feeling Advertising Effects. Nonverbal Communication in Advertising, Sidney Hecker and David W. Stewart, eds. Lexington, Ma: Lexington Books.
Muehling, D.D. and McCann, M. (1993). Attitude toward the Ad: A review. Journal of Current Issue and Research in Advertising, 35(2):26-58.
Natchez, P.B. and Bupp, I.C. (1968). Candidates, Issues, and Voters, Public Policy, 17, 409-437.
Nimmo,D. and Savage R.L (1976). Candidates and Their Images: Concepts, Methods and Finding. Pacific Palisades, CA: Goodyear Publishing Company Inc.
Pearce, K. A. (1986). Effect of Different Types of Music on Physical Strength. Perceptual and Motor Skills, 53, 351-352
Plutchik, R. (1980). Emotions, A psychoevolutionary synthesis. New York: Harper & Row.
Rarick, D.L., Duncan, M. B., Lee, D. G., and Porter, L. W. (1977). The Carter persona: An Empirical Analysis of the Rhetorical Visions of Campaign '76, Quarterly Journal of Speech, 63, 258-273.
Rosenberg, S.W. and McCafferty, P. (1987). The Image and the Vote Manipulating Voters’Preferences. Public Opinion Quarterly, 51, 31-47.
Ross, S.A. (1966). Background Music Systems-Do They Pay? Administrative Management Journal, 27(August), 34-37.
Sewall, Murphy A. and Dan S. (1986), Charcaterisitics of Radio Commercials and Their Recall Cffectiveness, Journal of Marketing, 50(January), 53-60.
Sherif, M. and Cantril, H.（1947）,The Psychology of Ego-Involvement, New York：John Wiley and Sons.
Smith, P.C. and Curnow, R. (1966). Arousal Hypotheses and The Effects of Music on Purchasing Behavior. Journal of Applied Psychology, 50(no.3), 255-256.
Smith, C.A. and Morris, L.W. (1976). Effect of Stimulative and Sedative Music on Cognitive and Emotional Components of Anxiety. Psychological Reports, 38, 1187-1193.
Stanton, H.E. (1975). The Effect Of Music On Test Anxiety. Australian Psychologist, 8, 220-228.
Stayman, Douglas M., Aaker, D.A., Bruzzone and Donald E. (1989),“ The Incidence of Commercial Types Broadcast in Prime Time”, Journal of Advertising Research. New York: Jun/Jul. 29(3), 26.
Stewart, D.W. and Fures, D.H (1986), Effective Television Advertising, Lexington, Ma: Lexington Books.
Stewart, D. W. and Scott, K. (1989), Executional Factors and Advertising Effectiveness: a Replication, Journal of Advertising, 18, 21-32.
Stout, P.A. and John, D.L. (1986). Measuring Emotional Response to Advertising. Journal of Advertising Research,15(4), 35-42.
Stout, P.A. and Leckenby, J.D. (1988). Let the Music play: Music as a Nonverbal Element in Television Commercials. Nonverbal Communication in Advertising, Sidney Hecker and David W. Stewart, eds. Lexington, MA: Lexington Books.
Stout, P.A. and Leckenby, J.D.(1988). Measuring Emotional Response to Advertising, Journal of Advertising, 15(4), 35.
Thorson, E., Ognianova, E., Coyle, J.and Denton, F. (2000). Negative Political Ads and Negative Citizen Orientations Toward Politics. Journal of Current Issues and Research in Advertising, Spring, 13-40.
Trout, J. & Rivkin, S. (1996). The new positioning: The latest on the world’s business strategy. NY: McGraw-Hill.
Whan, P.C. and Young, W.S. (1986), Consumer Response to Television Commercials: the Impact of Involvement and Background Music on Brand Attitude Formation, Journal of Marketing Research, 23(February), 11-24.
Wattenberg, M.P. and Brians, C.L. (1999). Negative Campaign Advertising: Demobilizer or Mobilizer? American Political Science Review, 93, 891-899.
Zenna, M.P. and Kiesler, C.A. and Pilkonis, P.A. (1970). Positive and Negative Attitudinal Effect Established by Classical Conditioning, Journal of Personality and Social Psychology, 14, 321-328.