The Impact of Negative Appeals and Humor Appeals on the Political Advertising Effectiveness – The Moderating Effects of Political Involvement

• Main Authors: Ou, I-Ling, 歐怡伶
• Other Authors: Lin, Yaonan
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/86504190811502992687

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 involvement (high/low). The researchers developed different printed advertisings designs in direct attack, direct comparison and implied comparison along with humor appeals in order to know about the correlation between voter intent and different categories of negative advertising and humor appeals. A total of 382 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. There are some findings in this study: (1) The ads of direct comparison have higher advertising effectiveness than the ads of implied comparison; the ads of implied comparison have higher advertising effectiveness than the ads of direct attack; (2) The humorous advertising have higher advertising effectiveness than non-humorous advertising; (3) Under humorous negative advertising, the direct comparison ads have higher advertising effectiveness than the implied comparison ads and the direct attack ads; (4) For high political involvement people, the direct comparison ads and the implied comparison ads have higher advertising effectiveness than the direct attack ads; for low political involvement people, the direct comparison ads have higher advertising effectiveness than the direct attack ads, but the implied comparison ads and other ads have no difference in advertising effectiveness; (5) There are no difference between high political involvement and low political involvement, the humorous advertising have higher advertising effectiveness than non-humorous advertising.