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題名：競選廣告之效果探討：以議題所有權策略爲例
書刊名：中華傳播學刊
作者：張卿卿 引用關係
作者(外文)：Chang, Ching-ching
出版日期：2009
卷期：16
頁次：頁93-129
主題關鍵詞：總統大選；競選廣告；議題所有權；Issue ownership；Political advertising；Presidential campaigns
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(7) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:20
  • 點閱點閱:227
本研究從議題所有權理論出發，以2008年總統大選選戰作為情境進行來探討競選廣告採取不同策略（強調候選人政黨之「所屬議題」或「非所屬議題」），其說服效果的差異。文獻回顧耙梳出四個議題策略效果的可能假說，分別為「所有權優勢假說」，「新領域優勢假說」、「政黨偏頗假說」與「議題攸關性優勢假說」，實驗－驗證這四個假說。實驗二進一步探討「議題所有權」效果是否會受到廣告比較手法 (「吾優於彼」VS.「彼劣於吾」) 的影響。
Drawing upon issue ownership theory, this paper explores the relative effectiveness of political ads featuring issues owned by the party of the candidate and ads featuring issues owned by the opposing party in the 2008 presidential campaign in Taiwan. Experiment one tests four competing hypotheses. The results show supports for the superior effects of ads featuring owned issues among non-partisans. Experiment two examines whether the two comparative appeals, I-am-better-than-the-competitor or the-competitor-is-worse-than-me, moderate the effectiveness of ads featuring issues owned by the party. The results demonstrate that, when ads feature owned issues, the two appeals do not generate different effects; whereas when ads feature issues owned by the opposing party, I-am-better-than the competitor appeal is more effective.
期刊論文
1.Chang, Chingching(2003)。Party Bias in Political Advertising Processing: Results from an Experiment Involving the 1998 Taipei Mayor Election。Journal of Advertising，32(2)，55-67。  new window
2.鈕則勳(20030400)。政黨輪替後國民黨之廣告策略：以2001年選舉之攻擊廣告為例。理論與政策，17(1)=65，53-86。new window  延伸查詢new window
3.張卿卿(20100000)。臺灣選舉中的競選廣告與議題／特質所有權認知。傳播與社會學刊，11，31-69。new window  延伸查詢new window
4.Abbe, O. G.、Goodliffe, J.、Herrnson, P. S.、Patterson, K. D.(2003)。Agenda Setting in Congressional Elections: The Impact of Issues and Campaigns on Voting Behavior。Political Research Quarterly，56(4)，419-430。  new window
5.Bélanger, Éric(2003)。Issue Ownership by Canadian Political Parties 1953-2001。Canadian Journal of Political Science，36(3)，539-558。  new window
6.Benoit, W. L.、Stein, K. A.(2005)。A Functional Analysis of Presidential Direct Mail Advertising。Communication Studies，56(3)，203-225。  new window
7.Damore, D. F.(2004)。The Dynamics of Issue Ownership in Presidential Campaigns。Political Research Quarterly，57(3)，391-397。  new window
8.Kaplan, N.、Park, D. K.、Ridout, T. N.(2006)。Dialogue in American Political Campaigns? An Examination of Issue Convergence in Candidate Television Advertising。American Journal of Political Science，50(3)，724-736。  new window
9.Petrocik, J. R.(1996)。Issue Ownership in Presidential Elections, with a 1980 Case Study。American Journal of Political Science，40(3)，825-850。  new window
10.Petrocick, J. R.、Benoit, W. L.、Hansen, G. J.(2003)。Issue Ownership and Presidential Campaigning, 1952-2000。Political Science Quarterly，118(4)，599-626。  new window
11.Thorson, Esther、Christ, William G.、Caywood, Clarke(1991)。Effects of Issue-Image Strategies, Attack and Support Appeals, Music, and Visual Content in Political Commercials。Journal of Broadcasting & Electronic Media，35(4)，465-486。  new window
12.Campbell, M. C.(1995)。When attention-getting advertising tactics elicit consumer inferences of manipulative intent:The importance of balancing benefits and investments。Journal of Consumer Psychology，4(3)，225-254。  new window
13.Kaid, Lynda Lee、Johnston, Anne(1991)。Negative versus positive television advertising in U.S. Presidential campaigns, 1960-1988。Journal of Communication，41(3)，53-64。  new window
14.Hong, S.-T.、Wyer, R. S. Jr.(1989)。Effects of country-of-origin and product-attribute information on product evaluation: An information processing perspective。Journal of Consumer Research，16(2)，175-187。  new window
15.Hitchon, J. C.、Chang, C.(1995)。Effects of gender schematic processing on the reception of political commercials for men and women candidates。Communication Research，22(4)，430-458。  new window
16.Jain, Shailendra Pratap、Lindsey, Charles、Agrawal, Nidhi、Maheswaran, Durairaj(2007)。For Better or For Worse? Valenced Comparative Frames and Regulatory Focus。Journal of Consumer Research，34(1)，57-65。  new window
17.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
18.Sellers, Patrick J.(1998)。Strategy and Background in Congressional Campaigns。American Political Science Review，92(1)，159-171。  new window
19.張靖卿(2007)。The Interplay of Candidate-initiated and Journalist-initiated Agendas in the 1996 and 2004 Taiwan Presidential Elections。Asian Journal of Communication，17(1)，1-23。  new window
20.Ansolabehere, S.、Iyengar, S.(1994)。Riding the Wave and Claming the Ownership over Issues。Public Opinion Quarterly，58(3)，335-357。  new window
21.Benoit, W. L.(2004)。Political Party Affiliation and Presidential Campaign Discourse。Communication Quarterly，52(2)，81-97。  new window
22.Chaffee, S. H.、Saphir, M. N.、Graf, J.、Sandvig, C.、Hahn, K. S.(2001)。Attention to Counter-attitudinal Messages in a State Election Campaign。Political Communication，18，247-272。  new window
23.Cohen, G. L.(2003)。Party over Policy: The Dominating Impact of Group Influence on Political Beliefs。Journal of Personality and Social Psychology，85(5)，808-822。  new window
24.Gronbeck, B. E.(1992)。Negative Narratives in 1988 Presidential Campaign Ads。Quarterly Journal of Speech，78，333-346。  new window
25.Hayes, D.(2005)。Candidate Qualities Through a Partisan Lens: A Theory of Trait Ownership。American Journal of Political Science，49(4)，908-923。  new window
26.King, P.、McCombs, M.(1994)。The Party Agenda in the 1992 Taiwan Legislative Election: A Content Analysis of the Television Political Party Advertisements。Asian Journal of Communication，4(1)，77-98。  new window
27.Kaid, L. L.(1997)。Effects of the Television Spots on Images of Dole and Clinton。American Behavioral Scientist，40(8)，1085-1094。  new window
28.Shen, F.(2004)。Chronic Accessibility and Individual Cognition: Examining the Effects of Message Frames in Political Advertisements。Journal of Communication，54(1)，123-137。  new window
29.Sigelman, L.、Buell, E. H.(2004)。Avoidance or Engagement? Issue Convergence in U. S. Presidential Campaigns, 1960-2000。American Journal of Political Science，48(4)，650-661。  new window
會議論文
1.Lodge, M.、Taber, C.(1999)。Motivated Skepticism in the Evaluation of Political Beliefs。The 57th Annual Meeting of the Midwest Political Science Association。Chicago, IL。  new window
圖書
1.Dewey, John(1954)。The public and its problems。Athens, OH：Alan Swallow。  new window
2.Johnson-Cartee, K. S.、Copeland, G. A.(1991)。Negative Political Advertising: Coming of Age。Hillsdle, NJ：Lawrence Erlbaum Associates, Inc.。  new window
3.Lazarsfeld, Paul F.、Berelson, Bernard R.、Gaudet, Hazel(1948)。The people's choice: How the voter makes up his mind in a presidential campaign。Columbia University Press。  new window
4.Ansolabehere, S.、Iyengar, S.(1995)。Going Negative。New York：The Free Press。  new window
5.Iyengar, S.、McGrady, J.(2006)。Media Politics: A Citizen's Guide。New York, NY：W. W. Norton。  new window
6.Johnson-Cartee, K. S.、Copeland, G. A.(1997)。The Manipulation of the American Voter。London。  new window
7.Norris, P.、Curtice, J.、Sanders, D.、Scammel, M.、Semetko, H. A.(1999)。On Message: Communicating the Campaign。London, UK：Sage。  new window
單篇論文
1.Petrocick, J. R.(1992)。The theory of issue ownership，Los Angeles：University of California。  new window
其他
1.中國國民黨(20080318)。民進黨讓農保縮水馬蕭一定會幫您要回來。  延伸查詢new window
2.中國國民黨立院黨團(20080320)。在投票前謝長廷還欠你好幾個交代。  延伸查詢new window
3.張卿卿(2008)。臺灣歷屆總統大選內容分析。  延伸查詢new window
圖書論文
1.Ansolabehere, S.、Iyengar, S.、Simon, A.(1997)。Shifting Perspectives on the Effects of Campaign Communication。Do the Media Govern?。London, UK：Sage。  new window
2.Kaid, L. L.、Tedesco, J. C.(1999)。Tracking Voter Reactions to the Television Advertising。The Electronic Election。Mahwah, NJ：Erlbaum Lawrence Associates。  new window
3.Thorson, E.、Christ, W. G.、Caywood, C.(1991)。Selling Candidates Like Tubes of Toothpaste: Is the Comparison Apt?。Television and Political Advertising。Hillsdale, NJ：Lawrence Erlbaum Associates。  new window
 
 
 
 
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