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題名 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
作者 黃世安
Huang Shih An
貢獻者 陳義彥<br>彭 芸
<br>
黃世安
Huang Shih An
關鍵詞 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
日期 2003
上傳時間 19-Sep-2009 15:38:43 (UTC+8)
摘要 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/
描述 碩士
國立政治大學
政治研究所
90252012
92
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0090252012
資料類型 thesis
dc.contributor.advisor 陳義彥<br>彭 芸zh_TW
dc.contributor.advisor <br>en_US
dc.contributor.author (Authors) 黃世安zh_TW
dc.contributor.author (Authors) Huang Shih Anen_US
dc.creator (作者) 黃世安zh_TW
dc.creator (作者) Huang Shih Anen_US
dc.date (日期) 2003en_US
dc.date.accessioned 19-Sep-2009 15:38:43 (UTC+8)-
dc.date.available 19-Sep-2009 15:38:43 (UTC+8)-
dc.date.issued (上傳時間) 19-Sep-2009 15:38:43 (UTC+8)-
dc.identifier (Other Identifiers) G0090252012en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/34489-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 政治研究所zh_TW
dc.description (描述) 90252012zh_TW
dc.description (描述) 92zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.tableofcontents 第一章、 導論
第一節 研究動機與目的……………………………………1
第二節 研究問題與架構……………………………………4
第三節 論文章節安排…………………………………… 11
第二章、 理論基礎與文獻探討
第一節 政治廣告的定義與歷史…………………………12
第二節 政治廣告的作用與效果…………………………14
第三節 競選廣告的表現形式……………………………17
第四節 負面式競選廣告…………………………………20
第五節 廣告訊息與選民投票行為………………………29
第六節 第三人效果在政治領域中的研究………………33
第七節 有關投票決定方面的研究………………………35
第八節 近年來，國內、外對競選廣告的研究論文探討…40
第三章、 研究方法
第一節 政治廣告的研究法………………………………44
第二節 研究假設…………………………………………45
第三節 問卷設計…………………………………………49
第四節 抽樣方式及電話問卷訪問………………………49
第五節 樣本檢定…………………………………………52
第六節 統計方法…………………………………………55
第四章、 資料分析
第一節 基本敘述…………………………………………60
第二節 假設驗證與各研究變項之分析…………………82
第三節 各研究變項對投票預測的解釋力與投票模型的
建立………………………………………………124
第五章、 結論
第一節 主要的研究發現…………………………………147
第二節 研究檢討與限制…………………………………151
第三節 研究心得與建……………………………………153
參考書目
中文部分…………………………………………………………155
英文部分…………………………………………………………158
網路部分…………………………………………………………165
附錄一：色情篇問卷題目……………………………………………166
附錄二：搖頭丸篇問卷題目…………………………………………183		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0090252012en_US
dc.subject (關鍵詞) 競選廣告zh_TW
dc.subject (關鍵詞) 投票行為zh_TW
dc.subject (關鍵詞) 選擇性認知zh_TW
dc.subject (關鍵詞) 第三人效果zh_TW
dc.subject (關鍵詞) 台北市長選舉zh_TW
dc.subject (關鍵詞) 李應元zh_TW
dc.subject (關鍵詞) 負面廣告zh_TW
dc.title (題名) 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zh_TW
dc.type (資料類型) thesisen
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