The Study of Political Party Advertising Communication Effect

• Main Authors: Lung-Chih Tan, 談龍之
• Other Authors: Jun-Ying Huang
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/49414982683253301411

碩士 === 國立中山大學 === 企業管理學系研究所 === 90 === The purpose of this study is to investigate the difference political advertising communication effect between different advertisement message sender and different advertising type, This study, however, choose political parties as the advertising message sender and advertising type divided into positive and negative. In Taiwan there are four major political parties, according to the need of this study, KMT and DPP are two parties as the target we analyze in this study. The study design is Laboratory Experiment, we choose the students in National Sun Yat-sen University Business Administration Department as the sample of study. Factorial experimental design is used in Laboratory Experiment. The variables in the study are advertisement message sender and advertising type. By these two variables, experiment group separate into four experimental group. Then how different communication effect between these four groups is the aim that this study desires to find out. After using statistical analyzing, four conclusions can be found out. First, the advertising senders are different political parties seems have a little communication effects in political party attitude. Second, negative advertising type has better effect in advertising memory than positive one. Third, it seems that the political attitude that the voters have will deeply affect the process of advertising communication effect, especially in political party attitude. Fourth, this study observes some better fits when different political parties using different advertising types. When DPP applies negative advertisement, it seems they will acquire better communication effect in advertising memory, but when DDP using positive advertisement, they will acquire better communication effect in advertising attitude. KMT will acquire better communication effect in political party attitude when they applies positive advertising type. This study is processing without advertisement content analysis. If combined with advertisement content analysis, it will be more helpful when investigation in advertising communication effect.