| Summary: | 碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 99 === This study aimed to investigate the degree of political involvement, message source credibility, message framing and message appeals the four variables to see its effect on the direct impact of advertising. Which, message source credibility could be divided into political message credibility, source credibility of the candidates themselves, credibility of prominent political figures and messages from the public information; message framing could be divided into positive and negative message; and message appeals can be divided into rational appeal and emotional appeal. Advertising effects will be measured by advertising attitude, the attitude of candidates, and voting willingness. The object of eligible residents have elected as experimental samples which were drawn from Taoyuan County (Jhongli City, Pingjhen City). The selected samples of this study was by convenience sampling. 120 questionnaires were made in the pre-test, and 574 valid questionnaires were obtained in the official questionnaires. In this study, statistical analysis was consisted of descriptive statistics, independent sample t test, analysis of variance, Pearson correlation analysis, and stepwise multiple regression analysis.
The results suggest that message source credibility is positively related to advertising effectiveness, while the negative message was more
attractive to the attention of voters for its advertising effectiveness. The past scholars achieved advertising effects through rational appeals, and this study also found that if the emotional advertising appeal added to strengthen the feelings of the public enabled the voters a significant effect for related advertising.
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