臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：2008年總統大選電視廣告之功能分析
書刊名：選舉研究
作者：溫偉群 引用關係／游梓翔 引用關係
作者(外文)：Wen, Wei-chun／Yu, Tzu-hsiang
出版日期：2009
卷期：16:2
頁次：頁71-99
主題關鍵詞：總統大選；電視廣告；功能分析；Presidential election；Television ads；Functional analysis
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(2) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:56
  • 點閱點閱:56
無論基於候選人的經費支出或是選民的媒介使用，電視廣告均為當代選舉中最重要的候選人訊息。不過考量電視廣告可能對民主社會產生的負面影響，各國對於是否限制電視廣告也出現不同的立法例。為了提供相關討論的依據，本研究對 2008年台灣總統大選電視廣告進行內容分析，並整合國內外相關研究成果進行比較。本研究的主要發現包括三方面。第一，台灣 2008年大選電視廣告的功能大致呈現三分之二自誇（正面訊息）、三分之一攻擊（負面訊息）與極少數防禦（明確回應）的比例。對比美國 2008年大選電視廣告，台灣的電視廣告明顯較為正面。就個別候選人而言，民調領先者馬英九的的自誇訊息明顯多於落後者謝長廷。第二，台灣 2008年大選電視廣告的論題大致呈現四分政策、六分人格的比例。此種「政策少、人格多」的模式相似於文獻中台灣 2000年大選廣告的發現（三分政策、七分人格），而與美國 2008年大選電視廣告六分政策、四分人格的比例恰好相反。第三，對比同為電視訊息的電視辯論， 2008年大選電視廣告較為正面、較偏重人格而不重政策；相對地，電視辯論比電視廣告重政策，並且含有較高比例的防禦訊息。
Based on the expenditure of candidates and the media use of voters, TV ads are the most important candidate message in the contemporary elections. Considering possible negative impacts of television ads on democratic society, major democratic countries take different positions on the issue of restricting campaign ads. To provide data for related discussion, this study content-analyzed the 2008 Taiwanese presidential ads. The primary findings can be summarized in three aspects. First, the functions of the TV ads in 2008 Taiwanese election included 66% of acclaims, 32% of attacks, and 2% of defenses. Compared with the U.S. counterparts in 2008, Taiwanese ads were more positive. Regarding the individual candidates, the leading candidate Ma had more acclaims than the trailing candidate Hsieh. Second, the topics of 2008 Taiwanese presidential ads contained approximately 40% of policy messages, and 60% of character messages. This pattern is similar to the ads used in the 2000 Taiwanese election, while contrary to the U.S. counterparts. Third, compared to the 2008 Taiwanese presidential debates, TV ads stressed character more than televised debates. In addition, televised debates contained more defenses than TV ads.
期刊論文
1.Benoit, W.L.(2000)。A Functional Analysis of Political Advertising across Media。Communication Studies，51(3)，274-295。  new window
2.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。  new window
3.Kaid, L. L.、Sanders, K. R.(1978)。Political television commercials: an experimental study of type and length。Communication Research，5(1)，57-70。  new window
4.Benoit, W. L.、Pier, R. M.、Blaney, J. R.(1997)。A functional approach to televised political spots: Acclaiming, attacking, defending。Communication Quarterly，45(1)，1-20。  new window
5.溫偉群、游梓翔(20080900)。2008年臺灣總統大選電視辯論的功能分析研究。選舉評論，5，15-31。new window  延伸查詢new window
6.Tak, J.、Kaid, L. L.、Lee, S. B.(199708)。A cross-cultural study of political advertising in the United States and Korea。Communication Research，24(4)，413-430。  new window
7.Cohen, Jacob(1960)。A Coefficient of Agreement for Nominal Scales。Educational and Psychological Measurement，20(1)，37-46。  new window
8.莊伯仲(20061200)。負面競選廣告：1996-2004年臺灣與美國總統大選之分析。東吳政治學報，24，213-243。new window  延伸查詢new window
9.Benoit, William L.(2001)。“The Functional Approach to Presidential Television Spots: Acclaiming, Attacking, Defending, 1952-2000.”。Communication Studies，52，109-126。  new window
10.Benoit, William L., and David Airne.(2005)。“A Functional Analysis of American Vice Presidential Debates.”。Argumentation and Advocacy，41，225-236。  new window
11.Benoit, William L., and LeAnn M. Brazeal.(2002)。“A Functional Analysis of the 1988 Bush-Dukakis Presidential Debates.”。Argumentation and Advocacy，38，219-233。  new window
12.Benoit, William L., and Allison Harthcock.(1999)。“Functions of the Great Debates: Acclaims, Attacks, and Defenses in the 1960 Presidential Debates.”。Communication Monographs，66，341-357。  new window
13.Benoit, William L., and Andrew A. Klyukovski.(2006)。“A Functional Analysis of 2004 Ukrainian Presidential Debates.”。Argumentation，20，209-225。  new window
14.Benoit, William L., and Tamir Sheafer.(2006)。“Functional Theory and Political Discourse: Televised Debates in Israel and the United States.”。Journalism & Mass Communication Quarterly，83，281-297。  new window
15.Benoit, William L., and Kevin A. Stein.(2005)。“A Functional Analysis of Presidential Direct Mail Advertising.”。Communication Studies，56，203-225。  new window
16.Benoit, William L., Wei-chun Wen, and Tzu-hsiang Yu.(2007)。“A Functional Analysis of 2004 Taiwanese Political Debates.”。Asian Journal of Communication，17，24-39。  new window
17.Chang, Ching-ching.(2000)。“Political Advertising in Taiwan and the U.S.: A Cross-Cultural Comparison of the 1996 Presidential Election Campaigns.”。Asian Journal of Communication，10，1-17。  new window
18.Garrett, Mary M.(1993)。“Classical Chinese Conceptions of Argumentation and Persuasion.”。Argumentation & Advocacy，29，105-115。  new window
19.Hacker, Kenneth L. et al.(2000)。“Components of Candidate Images: Statistical Analysis of the Issue-Persona Dichotomy in the Presidential Campaign of 1996.”。Communication Monographs，67，227-238。  new window
20.Holtz-Bacha, Christina, Lynda L. Kaid, and Anne Johnston(1994)。“Political Television Advertising in Western Democracies: A Comparison of Campaign Broadcasts in the United States, Germany, and France.”。Political Communication，11，67-80。  new window
21.Johnson-Cartee, Karen S.、Copeland, Gary(1989)。Southern Voters' Reaction to Negative Political Ads in 1986 Election。Journalism Quarterly，66(4)，888-896。  new window
22.Lee, Cheolhan, and William L. Benoit.(2004)。“A Functional Analysis of Presidential Spots: A Comparison of Korean and American Ads.”。Communication Quarterly，52，68-79。  new window
23.Lee, Cheolhan, and William L. Benoit.(2005)。“A Functional Analysis of the 2002 Korean Presidential Debates.”。Asian Journal of Communication，15，115-132。  new window
24.Merritt, Sharyne.(1984)。“Negative Political Advertising: Some Empirical Findings.”。Journal of Advertising，13，27-38。  new window
25.Pfau, Michael et al.(1995)。“Influence of Communication Modalities on Voters’ Perceptions of Candidates during Presidential Primary Campaigns.”。Journal of Communication，45，122-133。  new window
26.Stewart, Charles J.(1975)。“Voter Perception of Mud-Slinging in Political Communication.”。Central States Speech Journal，26，279-286。  new window
27.Wen, Wei-chun, William L. Benoit, and Tzu-hsiang Yu.(2004)。“A Functional Analysis of the 2000 Taiwanese and U.S. Presidential Spots.”。Asian Journal of Communication，14，140-155。  new window
會議論文
1.張敬廷(2008)。〈電視競選廣告中的品牌策略：2008 年總統大選馬英九陣營個案分析〉。台北。  延伸查詢new window
2.Benoit, William L., and Katharine Hemmer.(2008)。“A Functional Analysis of German Chancellor Debates.”。San Francisco, CA。  new window
學位論文
1.Wen, Wei-chun.(1999)。“A Functional Analysis of the 1994 Taipei Mayoral Debate.”，Missouri,USA。  new window
2.Wen, Wei-chun.(2002)。“A Functional Analysis of the 2000 Taiwanese Presidential Campaign Discourse.”，Missouri,USA。  new window
圖書
1.Benoit, William L.、Blaney, Joseph R.、Pier, P. M.(1998)。Campaign '96: A functional analysis of acclaiming, attacking, and defending。Praeger。  new window
2.Benoit, William L.(1999)。Seeing Spots: A Functional Analysis of Presidential Television Advertisements, 1952-1996。Westport, CT：Praeger。  new window
3.Bibby, John F.(2000)。Politics, Parties, and Elections in America。Belmont, CA：Wadsworth/Thomson Learning。  new window
4.Kaid, Lynda L., and Anne Johnston.(2001)。Video Style in Presidential Campaigns: Style and Content of Televised Political Advertising。Westport, CT：Praeger。  new window
5.Ansolabehere, Stephen D.、Iyengar, Shanto(1995)。Going Negative: How Political Advertisements Shrink and Polarize the Electorate。New York, NY：The Free Press。  new window
6.Benoit, William L.、William, T. Wells(1996)。Candidates in Conflict: Persuasive Attack and Defense in the 1992 Presidential Debates。Tuscaloose, AL：University of Alabama Press。  new window
7.Levine, Myron A.(1995)。Presidential Campaigns and Elections: Issues and Images in the Media Age。Itasca, IL：Peacock Publishers。  new window
8.Barnouw, E.(1968)。The golden web。New York：Oxford University Press。  new window
9.彭芸(1992)。政治廣告與選舉。臺北：正中書局。  延伸查詢new window
10.Fiorina, Morris P.(1981)。Retrospective Voting in American National Elections。Yale University Press。  new window
11.鄭自隆(1992)。競選文宣策略：廣告、傳播與政治行銷。臺北：遠流出版公司。new window  延伸查詢new window
12.謝長廷(2008)。〈負面攻擊無助共生，對馬先生表示歉意〉。謝長廷2008 台灣。台灣維新。  延伸查詢new window
13.Benoit, William L.(2007)。Communication in Political Campaign Communication。New York。  new window
14.Benoit, William L., and Pamela J. Benoit.(2008)。Persuasive Messages: The Process of Influence。Malden, MA。  new window
15.Benoit, William L. et al.(2003)。Campaign 2000: A Functional Analysis of Presidential Campaign Discourse。Lanham, MD。  new window
16.Fleiss, Joseph L.(1981)。Statistical Methods for Ratios and Proportions。New York。  new window
17.Garramone, Gina M.(1986)。“Candidate Image Formation.”。New Perspectives on Political Advertising。Carbondale and Edwardsville, IL。  new window
18.Jamieson, Kathleen H.(2000)。Everything You Think You Know about Politics and Why You’re Wrong。New York。  new window
19.Jamieson, Kathleen H., Paul Waldman, and Susan Sherr.(2000)。“Eliminate the Negative? Categories of Analysis for Political Advertisements.”。Crowed Airwaves: Campaign Advertising in Election。Washington, DC。  new window
20.Joslyn, Richard.(1986)。“Political Advertising and the Meaning of Elections.”。New Perspectives on Political Advertising。Carbondale and Edwardsville, IL。  new window
21.Kaid, Lynda L.(2004)。“Political Advertising.”。Handbook of Political Communication Research。Mahwah, NJ。  new window
22.Kaid, Lynda L., and C. Holtz-Bacha.(1995)。“Political Advertising across Cultures.”。Political Advertising in Western Democracies。Thousand Oaks, CA。  new window
23.Kraus, Sidney.(2000)。Televised Presidential Debates and Public Policy. 2nd ed。Mahwah, NJ。  new window
24.Patterson, Thomas E., and Robet D. McClure.(1976)。The Unseeing Eye: The Myth of Television Power in National Politics。New York。  new window
25.West, Darrell M.(1997)。Air Wars: Television Advertising in Election Campaigns 1952-1996. 2nd ed。Washington, DC。  new window
圖書論文
1.Kaid, L. L.、Tedesco, J. C.(1999)。Presidential candidate presentation: Video style in the 1996 presidential spots。The Electronic Election: Perspectives on the 1996 Campaign Communication。Mahwah, NJ：Lawrence Erlbaum。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關著作
 
無相關點閱
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：567（臺灣：559，外國：8） ／ 本年度總使用人次：1806188 ／ 訪客人次（自102年09月）：67600264
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上