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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/17695
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/17695


    Title: 美國政治競選廣告效果研究的回顧
    Other Titles: The Impacts of Political Advertising-A Review of Studies in the U.S.
    Authors: 張卿卿
    Keywords: 政治競選廣告;負面競選廣告;廣告效果;政治候選人
    Date: 2000-01
    Issue Date: 2008-12-18 17:16:09 (UTC+8)
    Abstract: 本文回顧美國政治競選廣告效果的相關實證研究。第一部份探討政治競選廣告的內容分析研究。第二部分依照研究方法的差異來回顧政治競選廣告對候選人評估的影響,所涵蓋的主要研究方法包括問卷調查、實驗法與競選花費分析。第三部分則討論競選廣告的間接效果,包括議題設定與預示效果,以及競選廣告與新聞媒體間的交互影響可能對選民產生的作用。第四部分將焦點放在負面競選廣告,從二個面向剖析負面廣告的效果;這兩個面向分別是負面廣告的記憶效果以及負面競選廣告對候選人評估的影響。
    Relation: 廣告學研究, 14, 1-29
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

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