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    Title: 競選廣告廣告效果研究:議題顯著性與候選人支持度間的關連
    Authors: 黃世安
    Huang Shih An
    Contributors: 陳義彥
    彭 芸



    黃世安
    Huang Shih An
    Keywords: 競選廣告
    投票行為
    選擇性認知
    第三人效果
    台北市長選舉
    李應元
    負面廣告
    Date: 2003
    Issue Date: 2009-09-19 15:38:43 (UTC+8)
    Abstract: 近年來,台灣隨著民主化的浪潮,政黨政治的發展,選舉似乎儼然已經成為民主過程中,一種不可逆的趨勢。隨著選舉的次數增加,人民直接選舉公職的層級的提升,傳統經由人際網絡所建構而成的政治傳播管道,也開始面臨全新的挑戰,取而代之的是現代數位科技化的傳播媒介。電視競選廣告的興起與蓬勃發展,無異象徵政治訊息將更全面、更迅速且生動化的傳達到每一個角落。而負面競選廣告更是最常被使用且討論的一種廣告方式。
    2002年的台北市長選舉,是近年來國內首次兩大政黨對決的大型選舉。這樣的政黨對決模式,可以減少選民策略投票、棄保效應的發生,有助於我們研究競選廣告的說服效果,以及競選廣告對選民投票行為的影響。本文即以2002年的台北市長選舉為時空架構,從民進黨籍市長候選人李應元的競選廣告為研究主體,去探索競選廣告所訴求的政治訊息,對選民認知、投票行為上的影響以及是否會產生競選廣告的第三人效果,而這樣的效果是否會強化原先的政黨、候選人認同。本文也發現選民對競選廣告的訴求內容是有選擇性的認知,選民對競選廣告內容的贊同與否,主要取決於選民的政黨認同與投票對象。



    關鍵字:競選廣告、投票行為、選擇性認知、第三人效果、台北市長選舉、李應元、負面廣告。
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    網路部分
    陳照明、陳春富
    2002 「政治行銷模式之建構---商業行銷模式之修飾」 產業論壇
    網址:http://www.itis.org.tw/forum/content4/01if42.htm
    MORI-Market & Opinion Research
    網址:http://www.mori.com/
    Description: 碩士
    國立政治大學
    政治研究所
    90252012
    92
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090252012
    Data Type: thesis
    Appears in Collections:[政治學系] 學位論文

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