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研究生:歐怡伶
研究生(外文):Ou, I-Ling
論文名稱:負面訴求與幽默訴求對政治廣告之效果影響–以政治涉入為干擾變項
論文名稱(外文):The Impact of Negative Appeals and Humor Appeals on the Political Advertising Effectiveness – The Moderating Effects of Political Involvement
指導教授:林耀南林耀南引用關係
指導教授(外文):Lin, Yaonan
口試委員:邱發忠郭國泰
口試委員(外文):Chiu, Fa-ChungKuo, Kuo-Tai
口試日期:2012-07-05
學位類別:碩士
校院名稱:輔仁大學
系所名稱:國際經營管理碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:83
中文關鍵詞:負面政治廣告幽默廣告政治涉入廣告效果投票意向
外文關鍵詞:negative political advertisinghumorous advertisingpolitical involvementadvertising effectivenessvoting intent
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由於各國民主意識抬頭,紛紛利用選舉活動選出其總統、國會、議會等民意代表。而不論國內或國外,選舉期間各候選人常使用競選廣告來拉抬自己的聲勢,其中負面廣告的使用更是普遍。一般商業廣告,行銷業者常使用幽默素材來吸引觀眾的注意力,使其能在愉悅的心情下吸收廣告訊息,如今幽默題材也漸漸地被使用於競選廣告中。另一方面,觀眾的政治涉入程度高低決定了能否正確判讀廣告訊息,也是影響廣告效果的重要因素之一。
本研究自變項分別為負面政治廣告類型 (直接攻擊/直接比較/暗示比較)、幽默訴求 (幽默/非幽默),並以選民政治涉入程度 (高/低)為干擾變項,依變項為廣告效果(投票意向),本研究以三因子變異數進行3*2*2的實驗分析,並以SPSS17.0為分析工具,有效樣本共382份。本研究結果如下:(1)直接比較性廣告比暗示比較性廣告有較佳之廣告效果;暗示比較性廣告比直接攻擊型廣告有較佳之廣告效果;(2)幽默廣告比非幽默廣告有較佳之廣告效果;(3)在幽默政治廣告中,直接比較性廣告比暗示比較性廣告與直接攻擊型廣告有較佳之廣告效果;(4)對高政治涉入者來說,直接比較性廣告與暗示比較性廣告會較直接攻擊型廣告有較佳之廣告效果;對低政治涉入者來說,直接比較性廣告比直接攻擊型廣告有較佳之廣告效果;暗示比較性廣告與其他兩類型廣告無差異;(5)無論高政治或低政治涉入者,幽默政治廣告比非幽默政治廣告有較佳之廣告效果。綜合而言,本研究發現針對首投族選民適合採用直接比較性廣告;暗示比較性廣告則對高政治涉入選民有較佳的廣告效果;而幽默政治廣告的廣告效果也優於非幽默政治廣告。

This study assess the impacts of three negative political advertising (direct attack, direct comparison and implied comparison) and humor appeals (humor/ non humor) on advertising effectiveness (i.e. voting intent), and the moderate variable is a political involvement (high/low). The researchers developed different printed advertisings designs in direct attack, direct comparison and implied comparison along with humor appeals in order to know about the correlation between voter intent and different categories of negative advertising and humor appeals.
A total of 382 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. There are some findings in this study: (1) The ads of direct comparison have higher advertising effectiveness than the ads of implied comparison; the ads of implied comparison have higher advertising effectiveness than the ads of direct attack; (2) The humorous advertising have higher advertising effectiveness than non-humorous advertising; (3) Under humorous negative advertising, the direct comparison ads have higher advertising effectiveness than the implied comparison ads and the direct attack ads; (4) For high political involvement people, the direct comparison ads and the implied comparison ads have higher advertising effectiveness than the direct attack ads; for low political involvement people, the direct comparison ads have higher advertising effectiveness than the direct attack ads, but the implied comparison ads and other ads have no difference in advertising effectiveness; (5) There are no difference between high political involvement and low political involvement, the humorous advertising have higher advertising effectiveness than non-humorous advertising.

目錄

第壹章 緒論-------------------------1
第一節 研究背景與動機-----------------1
第二節 研究目的----------------------4
第三節 研究流程----------------------5
第貳章 文獻探討----------------------7
第一節 政治廣告----------------------7
第二節 負面廣告----------------------8
第三節 幽默廣告---------------------16
第四節 政治涉入---------------------23
第五節 推敲可能性模式----------------24
第六節 廣告效果---------------------25
第参章 研究設計---------------------29
第一節 研究架構與研究假設-------------29
第二節 研究變項之定義與操作說明--------34
第三節 實驗設計---------------------38
第肆章 研究結果---------------------41
第一節 研究樣本---------------------41
第二節 信度分析---------------------43
第三節 假設驗證之結果----------------44
第伍章 研究結論與未來展望-------------53
第一節 討論與結論-------------------53
第二節 管理實務建議-----------------57
第三節 研究限制與未來研究建議---------58
參考文獻--------------------------63
附錄一 --------------------------77
附錄二 --------------------------81


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