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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/17744


    Title: 候選人電視辯論訊息策略及其效果之研究
    Other Titles: Verbal Modality Effects on Impressions of Political Candidates: An Analysis from Taipei City Mayoral Debate
    Authors: 鄭自隆
    Date: 1995-01
    Issue Date: 2008-12-18 17:26:26 (UTC+8)
    Abstract: 本研究係以內容分析法分析1994年台北市長選舉候選人電視辯論之語文訊息，再以儀器（PACT）收集受測者對三位候選人訊息之動態評價，二者交叉分析以瞭解傳播效果。研究發現，此次電視辯論挑戰者採取攻勢，現任者採取守勢；電視辯論對挑戰者有利，對現任者不利；攻擊對手之評價較陳述政見高；攻擊時應採用理性訴求策略；候選人應維持形象的穩定性（stability），不應涉入與形象不符的爭論；而選民對候選人的印象若已定型，則電視辯論並不能產生改變的效果。
    Relation: 廣告學研究, 5, 43-84
    Data Type: article
    Appears in Collections:[Department of Advertising] Periodical Articles

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