手機政治簡訊的廣告效果之探索性研究：臺灣北部五所大學生的試驗_

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題名：	手機政治簡訊的廣告效果之探索性研究：臺灣北部五所大學生的試驗
書刊名：	政治科學論叢
作者：	周軒逸／周繼祥
作者(外文)：	Chou, Hsuan-yi／Chou, Jih-shine
出版日期：	2012
卷期：	54
頁次：	頁71-120
主題關鍵詞：	大學生選民；廣告效果；政治傳播；簡訊廣告；Political communication；Mobile SMS advertising；Advertising effectiveness；Undergraduate voters
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(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:16 點閱:123

邇來的選舉，候選人大都透過手機發送大量簡訊廣告，將自己的訴求用快速、精準的方式傳遞予目標選民，以達政治傳播之目的。本研究旨在探討年輕的大學生選民對於政治簡訊廣告之反應，作者從政治簡訊的內容、發送來源、接收者個人因素三個面向切入，擬釐清廣告主題、訴求類型、內容資訊性、娛樂性、社交性、互動性、廣告發送來源、接收者個人政黨傾向、簡訊廣告一般性態度和持續性政治涉入等前置因素所造成的廣告效果。實驗結果發現：（1）以簡訊提醒選民投票及傳播正面主題，相較於負面主題，可產生較佳的廣告效果；（2）廣告訴求越理性、內容的資訊性、娛樂性、社交性越強，則會引發選民較佳的反應；（3）政治簡訊廣告發起方的政黨若與收訊選民的政黨傾向一致時，相較於不一致者，會使該則政治簡訊產生較佳的廣告效果；（4）選民對簡訊廣告的一般性態度越佳，則可連帶提升政治簡訊的廣告效果。

以文找文

In recent elections in Taiwan, candidates have sent a large number of political advertisements using text messages (SMS). SMS is a quick and precise means of communicating messages to the electorate. However, few scholars of political communications have empirically explored the effects of political advertisements sent by SMS, and many unanswered questions remain, such as how to design the contents of political SMS messages and how to target messages to certain receivers to achieve better results. This study examines the responses of undergraduate voters to political SMS messages, focusing on three aspects of political advertising by SMS message - message contents, message source, and message receiver. The study examines the effects of this advertising according to subject, appeal type, content informativeness, entertainment, sociality, interactivity, sources of the advertisement, party orientation of the receiver, and general attitudes toward mobile advertising, applying relevant theory from existing research on political advertising and mobile advertising. The experimental results reveal the following: (1) SMS advertisements that remind people to vote and disseminate positive information generate better effects when compared to those that disseminate negative information; (2) SMS advertisements with higher rationality, informativeness, entertainment, and sociality value achieved more positive responses; (3) Advertising effectiveness is higher when the receiver favors the party sending the SMS advertisement than when the sponsor is a competing party or when the receiver is an independent voter; and (4) Voters' general attitudes toward mobile advertising impact their receptiveness to SMS political advertisements.

以文找文

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14.	孔穎達義疏之學探微--以《毛詩正義》之引易為例

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