美國政治競選廣告效果研究的回顧__臺灣人文及社會科學引文索引資料庫

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題名：	美國政治競選廣告效果研究的回顧
書刊名：	廣告學研究
作者：	張卿卿
作者(外文)：	Chang, Chingching
出版日期：	2000
卷期：	14
頁次：	頁1-29
主題關鍵詞：	政治競選廣告；負面競選廣告；廣告效果；政治候選人；Political advertising；Negative political advertising；Advertising effects；Political candidates
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(3) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:3 共同引用:0 點閱:32

　　　　　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。第二部份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。

以文找文

　　　　　This study reviews the impacts of political advertising. The first section documents the findings from content analyses of political advertising. The second section discusses past studies on advertising effects. Studies reviewed in this section are organized based on different methodologies employed and different effect indices examined. The third section examines the interplay between political advertising and media news. The final section reviews the impacts of negative advertising from two perspectives: (1) its impacts on candidate evaluations; and (2) its impacts on ad memory.

以文找文

期刊論文
1.	Goldberg, Marvin E.、Gorn, Gerald J.(1987)。Happy and sad TV programs: How they affect reactions to commercials。Journal of Consumer Research，14(3)，387-403。
2.	Benze, J. G.、Declercq, E. R.(1985)。Content of Television Political Spot Ads for Female Candidates。Journalism Quarterly，62，278-283。
3.	Kaid, L. L.、Johnston, A.(199109)。Negative versus Positive Television Advertising in U.S. Presidential Campaign, 1960-1988。Journal of Communication，41(3)，53-64。
4.	Hofstetter, C. R.、Buss, T. F.(1980)。Politics and last-minute political television。Western Political Quarterly，33，24-27。
5.	Mulder, R.(1979)。The effects of televised political ads in the 1975 Chicago mayoral election。Journalism Quarterly，56，336-340。
6.	Roddy, Brian L.、Garramone, Gina M.(1988)。Appeals and Strategies of Negative Political Advertising。Journal of Broadcasting & Electronic Media，32(4)，415-427。
7.	Faber, R. J.、Tims, A. R.、Schmitt, K. G.(1993)。Negative Political Advertising and Voting Intent: The Role of Involvement and Alternative Information Sources。Journal of Advertising，22(4)，67-76。
8.	Rosenberg, Shawn W.、Bohan, Lisa、McCafferty, Patrick、Harris, Kevin(1986)。The Image and the Vote: The Effect of Candidate Presentation on Voter Preference。American Journal of Political Science，30(1)，108-127。
9.	Devlin, P. L.(1997)。Contrasts in presidential campaign commercials of 1996。American Behavioral Scientist，40(8)，1058-1084。
10.	Garramone, G. M.(1984)。Voters responses to negative political ads。Journalism Quarterly，61，250-259。
11.	Atkin, C. K.、Heald, G.(1976)。Effects of political advertising。Public Opinion Quarterly，40，216-228。
12.	Bowers, T. A.(1973)。Newspaper political advertising and the agenda-setting function。Journalism quarterly，50，552-560。
13.	McCombs, Maxwell E.、Shaw, Donald L.(1972)。The Agenda-setting Function of Mass Media。The Public Opinion Quarterly，36(2)，176-187。
14.	Roberts, M.、McCombs, M.(1994)。Agenda setting and political advertising: Origins of the news agenda。Political Communication，11(3)，249-262。

圖書
1.	Salmore, Stephen A.、Salmore, Barbara G.(1985)。Candidates, parties, and campaigns: Electoral politics in America。Washington, DC：Congressional Quarterly Inc.。
2.	Johnson-Cartee, K. S.、Copeland, G. A.(1991)。Negative Political Advertising: Coming of Age。Hillsdle, NJ：Lawrence Erlbaum Associates, Inc.。
3.	Ansolabehere, S.、Iyengar, S.(1995)。Going Negative。New York：The Free Press。
4.	Kern, M.(1989)。Thirty-second politics: Political advertising in the eighties。New York：Praeger。
5.	West, D.(1993)。Air war。Washington, D. C.：Congressional Quarterly。
6.	Iyengar, S.、Kinder, D.(1987)。News that matter。Chicago, IL：The University of Chicago Press。
7.	Campbell, Angus、Converse, Philip E.、Miller, Warren E.、Stokes, Donald E.(1960)。The American Voter。The University of Chicago Press。
8.	Jamieson, K. H.(1992)。Dirty politics。New York：Oxford University Press。

其他
1.	Ansolabehere, S., Iyengar, S., Simon, A., & Valentino, N.(1994)。Does attack advertising demobilizing the electorate?。
2.	Atkin, C., Bowen, L., Nayman, O., & Sheinkopf, K.(1973)。Quality versus quantity in televised political ads.。
3.	Basil, M., Schooler, C., & Reeves, B.(1991)。Positive and negative political advertising: Effectiveness of ads and perceptions of candidates。
4.	Biocca, F.(1991)。The orchestration of codes and discourses: Analysis of semantic framing。
5.	Biocca, F.(1991)。Viewers' mental models of political messages: Toward a theory of the semantic processing of television.。
6.	Bioney, J., & Paletz, D. L.(1991)。In search of the model model; Political science versus political advertiseing perspectives on voter decision making。
7.	Bowen, L.(1994)。Time of voting decision and use of political advertising: The Slade Gorton-Brock Adams senatorial campaign。
8.	Bowen, L., Atkin, C., Sheinkopf, K., & Nayman, O,(1971)。How voters react to electronic political advertising; An investigation of the 1970 election campaigns in Wisconsin and Colorado。
9.	Bucy, E. P., & Newhagen, J. E.(1999)。The micro- and macrodrama of politics on television: Effects of media format on candidate evaluations。
10.	Cappella, J. N., & Jamieson, K. H.(1994)。Broadcast adwatch effects: A field experimen。
11.	Christ, W. G., Thorson, E., & Caywood, C.(1994)。Do attitudes toward political advertising affect information processing of televised political commercials?。
12.	Cundy, D. T.(1986)。Political commercials and candidate image。
13.	Devlin, P. L.(1994)。Television advertising in the 1992 New Hampshire Presidential primary election。
14.	Diamond, E., & Bates, S(1992)。The spot。
15.	Faber, R. J., & Storey, M. C.(1984)。Recall of information from political advertising。
16.	Faber, R. J., Tims, A. R., & Schmitt, K. G.(1990)。Accentuate the negative? The impact of negative political appeals on voting intent。
17.	Finkel, S. E., & Geer, J. G,(1998)。A spot check: Casting doubt on the demobilizing effects of attack advertising。
18.	Garramone, G. M.(1983)。Issues versus image orientation and effects of political advertising。
19.	Garramone, G. M.(1985)。Effects of negative political advertising: The roles of sponsor and rebuttal。
20.	Garramone, G. M.(1985)。Motivation and political information processing; Extending the gratification approach。
21.	Garramone, G. M., Atkin, C. K., Pinkleton, B, E., & Cole, R. T.(1990)。Effects of negative political advertising on the political process。
22.	Garramone, G. M., & Smith, S. J.(1984)。Reaction to political advertising; Clarifying sponsor effects.。
23.	Garramone, G. M., Steele, M, E., & Pinkleton, B.(1991)。The role of cognitive schemata in determining candidate characteristic effects.。
24.	Geiger, S. F., & Reeves, B.(1991)。The effects of visual structure and content empha¬sis on the evaluation and memory。
25.	Ghorpade, S.(1986)。Agenda setting: A test of advertising’s neglected function.。
26.	Gronbeck, B. E.(1992)。Negative narratives in 1988 presidential campaign ads.。
27.	Hitchon, J. C., & Chang, C.(1995)。Effects of gender schematic processing on the reception of political commercials for men and women candidates。
28.	Holtz-Bacha, C., Kaid, L. L., Johnston, A.(1994)。Political television advertising in Western democracies; A comparison of campaign braodcasts in the United States, Germany, and France。
29.	Jamieson, K. H.(1986)。The evolution of political advertising in America。
30.	Johnson-Cartee, K. S., & Copeland, G. A.(1989)。Southern voters’ reaction to negative political ads in the 1986 election。
31.	Johnson-Cartee, K. S., & Copeland, G. A.(1997)。The manipulation of the American voter.，London：Praeger。
32.	Joslyn, R.(1980)。The content of political spot ads.。
33.	Joslyn, R.(1981)。The impact of campaign spot advertising on voting defections.。
34.	Kahn, K. F., & Geer, J. G.(1994)。Creating impressions: An experimental investigation of political advertising on television。
35.	Kaid, L. L.(1997)。Effects of the television spots on images of Dole and Clinton.。
36.	Kaid, L. L., & Boydston, J.(1987)。An experimental study of the effectiveness of negative political advertisements.。
37.	Kaid, L. L., Chanslor, M., & Hovind, M.(1992)。The influence of program and com¬mercial type on political advetising effectiveness.。
38.	Kaid, L. L., & Davidson, D.(1986)。Elements of videostyle: A preliminary examination of candidate presentation through television advertising.。
39.	Kaid, L. L., Gobetz, R. H., Garner, J., Leland, C. M., Scott, D.(1993)。Television news and presidential campaigns: The legitimization of televised political advertising。
40.	Kaid, L. L., & Sanders, K. R.(1978)。Political television commercials" An experimental study of type and length。
41.	Kern, M., & Just, M.(1995)。The focus group method, political advertising, campaign news, and the construction of candidate images。
42.	Kronsick, J. A., & Brannon, L. A.(1993)。The media and the foundations of presidential support: George Bush and the Persian Gulf Conflict。
43.	McClure, R., & Patterson, T.(1974)。Television news and political advertising: The impact of exposure on voter beliefs。
44.	McKinnon, L. M., Kaid, L. L., Murphy, J., & Acree, C. K.(1996)。Policing political ads: An analysis of five leading newspapers’ responses to 1992 political advertisements。
45.	Merritt, S.(1984)。Negative political advertising: Some empirical findings。
46.	Milburn, M., & Brown, J.(1997)。Ad watch: Covering campaign ads。
47.	Newhagen, J. E., & Reeves, B.(1991)。Emotion and memory responses for negative political advertising: A study of television commercials used in the 1988 presidential election。
48.	Mayer, W. G.(1996)。In defense of negative campaigning.。
49.	Nimmo, D., & Savage, R. L.(1976)。Candidate and their images，California：Goodyear。
50.	Norris, C. E., & Colman, A. M.(1993)。Context effects on memory for television advertisements.。
51.	O’Sullivan, P., Geiger, S., & Howard, T.(1993)。Newspaper truth boxes and political attack ads: Does the watchdog bite?。
52.	O’Sullivan, P., & Geiger, S.(1995)。Does the watchdog bite? Newspaper ad watch articles and political attack ads。
53.	Pfau, M., Louden, A.(1994)。Effectiveness of adwatch formats in deflecting political attack ads。
54.	Roberts, M. S.(1992)。Predicting voting behaviors via the agenda-setting tradition.。
55.	Rudd, R.(1986)。Issues as iamge in political campaign commercials.。
56.	Shapiro, M. A., & Reiger, R. H.(1992)。Comparing positive and negative advertising on radio。
57.	Shyles, L. C.(1983)。Defining the issues of a presidential election from televised political spot advertisements.。
58.	Shyles, L. C.(1984)。Defining "images" of presidential candidates from televised political spot advertisements。
59.	Shyles, L.(1986)。The televised political spot advertisement; Its structure, content, and role in the political system.。
60.	Surlin, S. H., & Gordon, T. F.(1977)。How values affect attitudes toward direct reference political advertising。
61.	Thorson, E., Christ, W. C., & Caywood, C.(1991)。Effects of issue-image strategies, attack and support appeals’ music and visual content in political commercials.。
62.	Tinkham, S. F., & Weaver-Lariscy, R. A.(1993)。A diagnostic approach to assessing the impact of negative political television commercials。
63.	Trent, J. S., & Friedenberg, R. V.(1983)。Political campaign communication，New York：Praeger。
64.	Wadsworth, A. J., & Kaid, L. L.(1987)。Incumbent and challenger styles in presidential advertising。
65.	Wanat, J.(1974)。Political broadcast advertising and primary election voting。
66.	Wattenberg, M. P.(1982)。From parties to candidates: Examining the role of the media.。
67.	Weaver-Lariscy, R. A., & Tinkham, S. F.(1987)。The influence of media expenditure and allocation strategies in Congressional advertising campaigns。
68.	Weigold, M. F.(1992)。Negative political advertising: Individual differences in responses to issue vs. image ads。
69.	West, D.(1994)。Political advertising and news coverage in the 1992 California U. S. senate campaigns。
70.	West, D. M., Kern, M., Alger, D., & Goggin, J. M.(1995)。Ad buys in presidential campaigns: The strategies of electoral appeal。
71.	Winneg, K. M.(1986)。Verbal and visual information found in televised political advertisements from the 1984 general presidential election campaign。

圖書論文
1.	Joslyn, R.(1986)。Political advertising and the meaning of the elections。New perspectives on political advertising。Carbondale, IL：Southern Illinois University Press。
2.	Arterton, F. C.(1992)。The persuasive art in politics: The role of paid advertising in presidential campaigns。Under the watchful eye。Washington, D. C.：C.Q. Press。
3.	Lang, A.(1991)。Emotion, formal features, and memory for televised political advertisements。Television and political advertising。Hillsdale, NJ：Lawrence Erlbaum Associates。

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