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題名 2000年台灣總統大選報紙負面競選廣告內容分析
作者 黃睿迪
貢獻者 鄭自隆
黃睿迪
關鍵詞 負面競選廣告
總統選舉
競選廣告
政治廣告
內容分析
negative campaign ad
日期 2001
上傳時間 15-Apr-2016 16:01:27 (UTC+8)
摘要 本文在整理文獻研究之後，將1.候選人角色；2.大選時間因素；3.廣告類型與廣告表現三者做為切入研究問題的起始點，並據之發展相關研究假設與應用之統計方法。另外，研究方法則採用內容分析法，以了解負面競選廣告的使用情形和趨勢，文中並依相關統計方法與規則進行前測檢定與分析，務求符合客觀一致之精神。
參考文獻 一． 中文部分
     王石番（1989）。《傳播內容分析法－理論與實證》。幼獅：台北。
     中央選舉委員會。《89（2000）年總統（副總統） 選舉概況》。網址：http：//vote.nccu.edu.tw/cec/vote2.asp
     李天任 藍莘（1995）。《大眾媒體研究：導論》，台北：亞太圖書（原書Wimmer, R. and Dominick, J.，Mass Media Research-An Introduction。Wadsworth Publishing Co.）。
     周慶祥（1996）。《國民黨、民進黨、新黨候選人報紙競選廣告之內容分析－以八十四年台北市立委競選為例》。中國文化大學新聞研究所碩士論文。
     金溥聰（1998）。《政治競選廣告管理制度之研究》。行政院研究發展考核委員會（民國88年11月）。
     彭芸（1991）。〈美國總統選舉與政治廣告（上）〉，《美國月刊》，民國81年6月，第7卷第6期。
     彭懷恩（2000），（公元2000年總統選舉競選傳播之研究），「公元2000年總統選舉：傳播、行銷暨策略理論與實務學術研討會」，台北，木柵。
     李昶誼（1995）。《骯髒的政治》，台北：鹿橋文化（原書：Jamieson K. H., 〔1991〕 Dirty Politics, New York： Oxford）
     楊孝嶸（1981）。〈內容分析〉楊國樞、文崇一、吳聰賢、李亦園（編）。社會及行為科學研究法（下冊）。台北：東華。
     黃佳韡（1991）。《大眾傳播與政治說服－七十八年三項公職人員選舉之政見內容分析》。師範大學三民主義研究所碩士論文。
     顧慧蘭（1998）。《民國八十六年台北縣長競選傳單之內容分析》。政治大學政治研究所碩士論文。
     羅文輝（1994）。《精確新聞報聞》。正中：台北羅世宏（1992）。《傳播理論：起源、方法與應用》，台北：時英（原書：Severin, W. , J. and Tankard, J. W., 〔1988〕, Communication Theories：Orgins, Methods, and Uses, New York：Longman）
     聯廣股份有限公司（2000）。《台灣地區民眾對總統參選人的認知與評價－意見調查報告》。
     聯廣股份有限公司（2000）。《總統選舉：候選人特質研究第一階段座談會－調查報告》。
     聯廣股份有限公司（2000）。《總統選舉：候選人特質研究第二階段座談會調查報告》。
     鄭自隆（1998）。《競選廣告－理論、策略、研究案例》。台北：正中。
     二． 英文部分
     Ansolabehere S. and Iyengar S.（1995）, Going Negative： How Attack Ads Shrink and Polarize the Electorate, New York： the Free Press.
     Ansolabehere S., Iyengar S., Simon A., and Valentino N.（1994）, Does Attack Advertising Demobilize The Electorate ?, American Political Science Review,88（4）,829－838.
     Atkin, C. K., and, Heald G.（1976）, Effects of Political Advertising, Public Opinion Quarterly, 40，216－228.
     Basil, M. and Reeves, B. (1991), Positive and Negative Political Advertising: Effectiveness of Ads and Perceptions of Candidates, Volume 1: Psychological Processes, Frank Biooca (Ed.), (pp.221-243), Hillsdale N.J.: Lawrence Erlbaum Associates.
     Blumler, J. G. and McQuail, D.（1969）, Ch.5, What Kind of Political Television Do Viewer Want? ,in Television in Politics： Its uses and Influence, The University of Chicago Press.
     Diamond, E. and Bates, S.（1992）, The Spot, Massachsetts： the MIT Press.
     Dickerson, J. and Gibbs, N. （2000）， When a campaign is laughing, it`s in trouble，〔On－Line〕http://www.cnn.com/2000/ALLPOLITICS/stories/09/13/campaign9_13.a.tm/index.html
     Dermody, J. and Scullion R.（2000）, Perceptions of Negative Political Advertising： meaningful or menacing？ An Empirical Study of the 1997 British General Election Campaign, International Journal of Advertising,.19 ,.201－221.
     Devlin, L. P. (1994), Television Advertising in the 1992 New Hampshire Presidential Primary Election, Political Communcation, 11, 81-89
     Dye, T., R.（1995）, Understanding Public Policy, New Jersey：Prentice Hall Garramone, G.M.（1984）.Voter Responses to Negative Political Advertising, Journalism Quarterly,61,250－259.
     Garramone, G. M., Atkin C. K., Pinkleton B. E. , and Cole R. T.（1990）, Effects of Negative Political Advertising on the Political Process, Journal of Broadcasting and Electronic Media,34（3）,299－311.
     Goldenberg, E. N. and Traugott, M. W.（1984）, Campaigning for Congress, Washington DC：CQ Press.
     Gronbeck, M. B. （1985）, The Rhetoric of Negative Political Advertising：Thoughts on the Senatorial Race Ads in 1984,Paper presented at the Speech Communication Association Convention, Denver.
     Gronbeck, B.E.,（1994）,Negative Political Ads and American Self Images, Presidential Campaign and American Self Images, ed. Miller A. H. and Gronbeck B. E., San Francisco： Westview Press.
     Guskind, R. And Hangstrom, J. (1988), In the Gutter, National Journal, 20, 2782-2790
     Haskins, J. and Kendrick, A., （1991）, Successful Advertising Research Methods, Illinois： NTC Business Books
     Hill, R.P.（1989）,An Exploration of Voter Responses to Political Advertisements, Journal of Advertising,18（4）,14－22
     Holsti, Ole R. （1969）, Content Analysis for the Social Sciences and Humanities. Reading, Mass.： Addison－Wesley
     Jamieson K.H.（1991）,Dirty Politics： Deception , Distraction, and Democracy, New York： Oxford
     James, Karen E. and Hensel Paul J.（1991）, Negative Advertising： The Malicious Strain of Comparative Ad, Journal of Advertising ，20（2）, June.
     Johnson－Cartee, K. S. and Copeland, G. A.（1991）,Negative Political Advertising： Coming of Age, New Jersey： Laweence Erlbaum Associates.
     Johnson－Cartee, K. S. And Copeland, G. A.（1997）, Political Advertising, ch.7, in Inside Political Campaign, Connecticut：Praeger.
     Kahn K. F. and Kenney P. J.（1999）, Do Negative Campaign Mobilize or Suppress Turnout? Clarifying the Relationship between Negativity and Participation, American Political Science Review,93（4）,877－889.
     Kaid, L.L. and Johnston, A.（1991）, Negative versus Positive Television Advertising in U.S. Presidential Campaign, 1960－1988. Journal of Communication ,41（3）Summer,1991, 53－64.
     Kaid L. L. and Sanders K.R.（1978）, Political Television Commercial： An Experimental Study of Type and Length, Communication Research,5（1）, 57－71.
     Kaid, L. L. and Davidson, D. K.（1986）, Elements of Videostyle ：Candidate Presentation Through Television Advertising, in New Perspectives on Political Advertising , ed. L. L. Kaid and K. R. Sanders,184－209.
     Kaid, L. L. , Lelnad C. and M. Whitney (1992), The Impact of Televised Political Ads: Evoking Viewer Responses in the 1988 Presdential Campaign, The Southern Communication Journal, 57, 285-295.
     Kapferer, J. and Laurent, G.（1985）,Consumer involvement profiles； a new practical approach to consumer involvement, Journal of Advertising Research, 25（6）.
     Kern M.（1990）, 30－Second Politics： Political Advertising in the Eighties, New York： Praeger.
     Kellermann K. (1984), The Negativity Effect and Its Implications for Initial Interaction, Communciation Monographs, 31, 37-55
     Klotz, R.（1998）, Virtual Criticism： Negative Advertising on the Internet in the 1996 Senate Races, Political Communication, 15, 347－356.
     Lang, A. (1991), Emotion, Formal Features, and Memory for Televised Political Advertisements, in Television and Political Advertising, Volume 1: Psychological Processes, Frank Biooca (Ed.), (pp.221-243), Hillsdale N.J.: Lawrence Erlbaum Associates.
     Mayer, W. G.,（1996）, In Defense of Negative Campaign, Political Science Quarterly, 111（3）, 437－455
     Merritt S.（1984）, Negative Political Advertising ：Some Empirical Findings, Journal of Advertising 13（4）, 27－38.
     Newhagen, J. E. and Reeves, B.（1991）, Emotion and Memory Responses for Negative Political Advertising： a Study of Television Commercials Used in the 1988 Presidential Election, Television and Political Advertising：Psycohlogical Processes, Edited by Frank Biocca,197－220.
     Nimmo, D.（1978）, Political Communication and Public Opinion in American, Santa Monica, Ca： Goodyear.
     O’Sullivan, P. B. and Geiger, S.,（1995）, Does The Watchdog Bite? Newspaper Ad Watch Article and Political Attack Ads, Journalism and Mass Communication, 72（4）, 771－785.
     Perloff, R. M. （1998）,Ch.20 “Political Advertising： Effects” ,in Political Communication： Politics, Press, and Public in America. Mahwah, N.J.： Lawrence Erlbaum Associates
     Pinkleton B. (1997), The Effects of Negative Comparative Political Advertising on Candidate Evaluations and Advertising Evaluations: An Exploration, Journal of Advertising, 26, 19-29.
     Reeve, B. R., Newhagen J., Maibach E., Basil M., and Kurz K.(1991), Negative and Positive Messages, American Behavioral Scientist,34,679-694
     Richey, McCleland and Shimkunas（1967）,Relative Influence of Positive and Negative Information in Impression Formation and Persistence ,Journal of Personality and Social Psychological,3,322－327.
     Roddy, B .L. and Garramone, G.M.（1988）,Appeals and Strategies and Negative Political Advertising ,Journal of Broadcasting and Electronic Media,32,415－427.
     Ryder, J.（1986）, On the Docket： Mudslinging “Remedies” not New, Campaign and Election,7, 72－74.
     Sabato, L.J. （1984）,Television and Political Advertising, Pac Power. New York：Norton
     Shapiro, M. A. and Rieger, R. H.（1992）, Comparing Positive and Negative Political Advertising on Radio, Journalism Quarterly, 69（1）, .135－145
     Surlin, S. H. and Gordon , T.F.（1977）, How Values Affect Attitudes Toward Direct Reference Political Advertising ,Journalism Quarterly,54,89－98.
     Tinkham and Weaver－Lariscy（1995）,Incumbency and Its Perceived Advantage：A comparison of 1982 and 1990 Congressional Advertising Strategies,12,291－304.
     Thorson, E., Ognianova E., Coyle J., and Denton, F.（2000）, Negative Political Ads and Negative Citizen Orientation Toward Politics, Journal of Current Issues and Research in Advertising, 22（1）, 13－40.
     Trent, J. S. and Friedenberg , R. V. （1983）, Political Campaign Communication：Principle and Practices, New York：Praeger.
     Weiss, W.（1966）, Effects of the mass communication .New York： Hunter College, Center for Research and Social Psychology.
     West D. R., Kern M., Alger D., and Goggin J. M.（1995）, Ad Buys in Presidential Campaign： The Strageties of Electoral Appeal, Political Communication, 12, 275－290.
描述 碩士
國立政治大學
新聞學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001097
資料類型 thesis
dc.contributor.advisor 鄭自隆zh_TW
dc.contributor.author (Authors) 黃睿迪zh_TW
dc.creator (作者) 黃睿迪zh_TW
dc.date (日期) 2001en_US
dc.date.accessioned 15-Apr-2016 16:01:27 (UTC+8)-
dc.date.available 15-Apr-2016 16:01:27 (UTC+8)-
dc.date.issued (上傳時間) 15-Apr-2016 16:01:27 (UTC+8)-
dc.identifier (Other Identifiers) A2002001097en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/84909-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 新聞學系zh_TW
dc.description.abstract (摘要) 本文在整理文獻研究之後，將1.候選人角色；2.大選時間因素；3.廣告類型與廣告表現三者做為切入研究問題的起始點，並據之發展相關研究假設與應用之統計方法。另外，研究方法則採用內容分析法，以了解負面競選廣告的使用情形和趨勢，文中並依相關統計方法與規則進行前測檢定與分析，務求符合客觀一致之精神。zh_TW
dc.description.tableofcontents 封面頁
     證明書
     致謝詞
     目錄
     表目錄
     論文摘要
     第一章 研究旨趣
     第一節 研究動機與目的
     第二節 2000年台灣總統大選記要
     第二章 文獻回顧
     第一節 負面競選廣告歷史回顧
     第二節 負面競選廣告的操作化定義
     第三節 對負面競選廣告影響力觀點的轉變
     第四節 負面競選廣告相關分類
     第五節 負面競選廣告盛行的心理學解釋
     第六節 研究問題與研究假設
     第三章 研究方法
     第一節 建構類目
     第二節 測量標尺
     第三節 統計方法
     第四節 信度檢驗
     第四章 研究結果與發現
     第一節 候選人角色與負面競選廣告表現
     第二節 大選時間因素與負面競選廣告表現
     第三節 廣告類型與負面競選廣告表現
     第五章 研究討論與建議
     第一節 結論與討論
     第二節 研究建議與限制
     參考書目
     附錄
     附錄(一)修正後之登錄表
     附錄(二)登錄說明表		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001097en_US
dc.subject (關鍵詞) 負面競選廣告zh_TW
dc.subject (關鍵詞) 總統選舉zh_TW
dc.subject (關鍵詞) 競選廣告zh_TW
dc.subject (關鍵詞) 政治廣告zh_TW
dc.subject (關鍵詞) 內容分析zh_TW
dc.subject (關鍵詞) negative campaign aden_US
dc.title (題名) 2000年台灣總統大選報紙負面競選廣告內容分析zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一． 中文部分
     王石番（1989）。《傳播內容分析法－理論與實證》。幼獅：台北。
     中央選舉委員會。《89（2000）年總統（副總統） 選舉概況》。網址：http：//vote.nccu.edu.tw/cec/vote2.asp
     李天任 藍莘（1995）。《大眾媒體研究：導論》，台北：亞太圖書（原書Wimmer, R. and Dominick, J.，Mass Media Research-An Introduction。Wadsworth Publishing Co.）。
     周慶祥（1996）。《國民黨、民進黨、新黨候選人報紙競選廣告之內容分析－以八十四年台北市立委競選為例》。中國文化大學新聞研究所碩士論文。
     金溥聰（1998）。《政治競選廣告管理制度之研究》。行政院研究發展考核委員會（民國88年11月）。
     彭芸（1991）。〈美國總統選舉與政治廣告（上）〉，《美國月刊》，民國81年6月，第7卷第6期。
     彭懷恩（2000），（公元2000年總統選舉競選傳播之研究），「公元2000年總統選舉：傳播、行銷暨策略理論與實務學術研討會」，台北，木柵。
     李昶誼（1995）。《骯髒的政治》，台北：鹿橋文化（原書：Jamieson K. H., 〔1991〕 Dirty Politics, New York： Oxford）
     楊孝嶸（1981）。〈內容分析〉楊國樞、文崇一、吳聰賢、李亦園（編）。社會及行為科學研究法（下冊）。台北：東華。
     黃佳韡（1991）。《大眾傳播與政治說服－七十八年三項公職人員選舉之政見內容分析》。師範大學三民主義研究所碩士論文。
     顧慧蘭（1998）。《民國八十六年台北縣長競選傳單之內容分析》。政治大學政治研究所碩士論文。
     羅文輝（1994）。《精確新聞報聞》。正中：台北羅世宏（1992）。《傳播理論：起源、方法與應用》，台北：時英（原書：Severin, W. , J. and Tankard, J. W., 〔1988〕, Communication Theories：Orgins, Methods, and Uses, New York：Longman）
     聯廣股份有限公司（2000）。《台灣地區民眾對總統參選人的認知與評價－意見調查報告》。
     聯廣股份有限公司（2000）。《總統選舉：候選人特質研究第一階段座談會－調查報告》。
     聯廣股份有限公司（2000）。《總統選舉：候選人特質研究第二階段座談會調查報告》。
     鄭自隆（1998）。《競選廣告－理論、策略、研究案例》。台北：正中。
     二． 英文部分
     Ansolabehere S. and Iyengar S.（1995）, Going Negative： How Attack Ads Shrink and Polarize the Electorate, New York： the Free Press.
     Ansolabehere S., Iyengar S., Simon A., and Valentino N.（1994）, Does Attack Advertising Demobilize The Electorate ?, American Political Science Review,88（4）,829－838.
     Atkin, C. K., and, Heald G.（1976）, Effects of Political Advertising, Public Opinion Quarterly, 40，216－228.
     Basil, M. and Reeves, B. (1991), Positive and Negative Political Advertising: Effectiveness of Ads and Perceptions of Candidates, Volume 1: Psychological Processes, Frank Biooca (Ed.), (pp.221-243), Hillsdale N.J.: Lawrence Erlbaum Associates.
     Blumler, J. G. and McQuail, D.（1969）, Ch.5, What Kind of Political Television Do Viewer Want? ,in Television in Politics： Its uses and Influence, The University of Chicago Press.
     Diamond, E. and Bates, S.（1992）, The Spot, Massachsetts： the MIT Press.
     Dickerson, J. and Gibbs, N. （2000）， When a campaign is laughing, it`s in trouble，〔On－Line〕http://www.cnn.com/2000/ALLPOLITICS/stories/09/13/campaign9_13.a.tm/index.html
     Dermody, J. and Scullion R.（2000）, Perceptions of Negative Political Advertising： meaningful or menacing？ An Empirical Study of the 1997 British General Election Campaign, International Journal of Advertising,.19 ,.201－221.
     Devlin, L. P. (1994), Television Advertising in the 1992 New Hampshire Presidential Primary Election, Political Communcation, 11, 81-89
     Dye, T., R.（1995）, Understanding Public Policy, New Jersey：Prentice Hall Garramone, G.M.（1984）.Voter Responses to Negative Political Advertising, Journalism Quarterly,61,250－259.
     Garramone, G. M., Atkin C. K., Pinkleton B. E. , and Cole R. T.（1990）, Effects of Negative Political Advertising on the Political Process, Journal of Broadcasting and Electronic Media,34（3）,299－311.
     Goldenberg, E. N. and Traugott, M. W.（1984）, Campaigning for Congress, Washington DC：CQ Press.
     Gronbeck, M. B. （1985）, The Rhetoric of Negative Political Advertising：Thoughts on the Senatorial Race Ads in 1984,Paper presented at the Speech Communication Association Convention, Denver.
     Gronbeck, B.E.,（1994）,Negative Political Ads and American Self Images, Presidential Campaign and American Self Images, ed. Miller A. H. and Gronbeck B. E., San Francisco： Westview Press.
     Guskind, R. And Hangstrom, J. (1988), In the Gutter, National Journal, 20, 2782-2790
     Haskins, J. and Kendrick, A., （1991）, Successful Advertising Research Methods, Illinois： NTC Business Books
     Hill, R.P.（1989）,An Exploration of Voter Responses to Political Advertisements, Journal of Advertising,18（4）,14－22
     Holsti, Ole R. （1969）, Content Analysis for the Social Sciences and Humanities. Reading, Mass.： Addison－Wesley
     Jamieson K.H.（1991）,Dirty Politics： Deception , Distraction, and Democracy, New York： Oxford
     James, Karen E. and Hensel Paul J.（1991）, Negative Advertising： The Malicious Strain of Comparative Ad, Journal of Advertising ，20（2）, June.
     Johnson－Cartee, K. S. and Copeland, G. A.（1991）,Negative Political Advertising： Coming of Age, New Jersey： Laweence Erlbaum Associates.
     Johnson－Cartee, K. S. And Copeland, G. A.（1997）, Political Advertising, ch.7, in Inside Political Campaign, Connecticut：Praeger.
     Kahn K. F. and Kenney P. J.（1999）, Do Negative Campaign Mobilize or Suppress Turnout? Clarifying the Relationship between Negativity and Participation, American Political Science Review,93（4）,877－889.
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