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題名：哀兵訴求簡訊在競選中之廣告效果
書刊名：東吳政治學報
作者：周軒逸 引用關係／吳秀玲／周繼祥 引用關係
作者(外文)：Chou, Hsuan-yi／Wu, Hsiu-ling／Chou, Jih-shine
出版日期：2016
卷期：34:3
頁次：頁1-63
主題關鍵詞：哀兵訴求；領先者訴求；政治簡訊；政黨傾向；廣告效果；Underdog appeal；Front-runner appeal；Political SMS messages；Party orientation；Advertising effectiveness
原始連結：連回原系統網址new window
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「哀兵」指涉的是賽事中居於不利地位的個人或團體。近 年來，在國內外的選舉過程中，常見有候選人為自己貼上哀兵 的標籤，以此向選民訴求，這種候選人宣傳自身處於「劣勢」， 俾引起選民注意當事人是哀兵且可能會落選的作為，究竟有何 影響？而當「人人都是哀兵」的情況下，如何創造較佳的廣告效 果 ？ 本 研 究 旨 在 瞭 解 候 選 人 透過手機傳送哀兵訴求簡訊時 （相較於領先者訴求），所可能產生的利益和風險，經由兩個 實驗的結果發現：(1) 相較於哀兵訴求，領先者訴求會使選民產 生較佳的廣告態度與候選人反應；(2) 哀兵訴求會因所搭配的論 點有異，而產生截然不同的廣告效果：若搭配「積極迎戰」型 論點，則其效果較領先者訴求為佳，但若搭配「競選不公」或 「悲情求救」型論點，則其效果不如領先者訴求；(3) 選民性別 與政黨傾向會干擾訴求類型的相對效果。本研究除了在學理上 有助於釐清選舉活動的哀兵訴求以及政治簡訊的傳播效果外， 在實務上並可提供候選人擬定選戰策略之參考。
Underdogs are individuals or groups perceived to be at a disadvantage in a competitive situation. Political candidates in Taiwan and elsewhere are often promoted as underdogs in order to increase their appeal to voters. Why do candidates promote this apparent “disadvantage”, which suggests an increased risk of election loss? How is advertising effectiveness affected in scenarios in which all or nearly all candidates are positioned as “the underdog”? This study aims to understand the benefits and risks for political candidates using advertorial political Short Message Services (SMSs) to promote an underdog image rather than a front-runner image. Major findings from two experiments are: (1) Front-runner appeals improved the message recipients’ ad attitudes, candidate evaluations, and candidate attitudes. (2) The persuasive arguments used in underdog appeals impacted significantly upon advertising effectiveness. Underdog appeals paired with “face-off with enthusiasm and determination” achieved an advertising impact superior to front -runner appeals. However, underdog appeals paired with either “unfair competition” or “sorrowful calls for help” achieved an advertising impact inferior to front -runner appeals. (3) SMS message recipient gender and party orientation moderated the relative effects of appeal types. This research contributes to the current theoretical understanding of the effectiveness of underdog appeals in political communications and political SMS messages. Further, findings provide candidates and political marketers insights on the effective use of advertorial political SMSs that portray candidates as underdogs in election strategies.
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