The Impact of Negative Appeals and Humor Appeals on the Political Advertising Effectiveness – The Moderating Effects of Political Involvement
碩士 === 輔仁大學 === 國際經營管理碩士學位學程 === 100 === This study assess the impacts of three negative political advertising (direct attack, direct comparison and implied comparison) and humor appeals (humor/ non humor) on advertising effectiveness (i.e. voting intent), and the moderate variable is a political in...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/86504190811502992687 |