The Research of Political Involvement , Message Framing Source Credibility, Positive and negative messages , Effects of Advertising Message for Cognition on Advertising Performance
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 divid...
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ndltd-TW-099TKU056270062015-10-30T04:05:41Z http://ndltd.ncl.edu.tw/handle/76429617929022121365 The Research of Political Involvement , Message Framing Source Credibility, Positive and negative messages , Effects of Advertising Message for Cognition on Advertising Performance 政治涉入程度、訊息來源可信度、正負性訊息以及訊息訴求方式對廣告影響效果之研究 Yu-Chen Lin 林妤榛 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. Kuo-Ren Lou 婁國仁 2011 學位論文 ; thesis 75 zh-TW |
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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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author2 |
Kuo-Ren Lou |
author_facet |
Kuo-Ren Lou Yu-Chen Lin 林妤榛 |
author |
Yu-Chen Lin 林妤榛 |
spellingShingle |
Yu-Chen Lin 林妤榛 The Research of Political Involvement , Message Framing Source Credibility, Positive and negative messages , Effects of Advertising Message for Cognition on Advertising Performance |
author_sort |
Yu-Chen Lin |
title |
The Research of Political Involvement , Message Framing Source Credibility, Positive and negative messages , Effects of Advertising Message for Cognition on Advertising Performance |
title_short |
The Research of Political Involvement , Message Framing Source Credibility, Positive and negative messages , Effects of Advertising Message for Cognition on Advertising Performance |
title_full |
The Research of Political Involvement , Message Framing Source Credibility, Positive and negative messages , Effects of Advertising Message for Cognition on Advertising Performance |
title_fullStr |
The Research of Political Involvement , Message Framing Source Credibility, Positive and negative messages , Effects of Advertising Message for Cognition on Advertising Performance |
title_full_unstemmed |
The Research of Political Involvement , Message Framing Source Credibility, Positive and negative messages , Effects of Advertising Message for Cognition on Advertising Performance |
title_sort |
research of political involvement , message framing source credibility, positive and negative messages , effects of advertising message for cognition on advertising performance |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/76429617929022121365 |
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