The Impact of Negative Appeals, Humorous Appeals, Candidates’ Physical Attractiveness, and Gender on the Political Advertising Effectiveness
碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 104 === The purpose of this study is to discuss the impacts under different degrees of negative political advertising (negative humorous advertising / negative advertising), candidates’ gender (male / female), and candidates’ physical attractiveness (high attractiven...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/31597595719965220006 |
| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 104 === The purpose of this study is to discuss the impacts under different degrees of negative political advertising (negative humorous advertising / negative advertising), candidates’ gender (male / female), and candidates’ physical attractiveness (high attractiveness / low attractiveness) on the advertising effectiveness. A total of 240 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) High attractiveness candidate has higher advertising effectiveness than low attractiveness candidate; (2) The negative humorous advertising has higher advertising effectiveness than negative advertising; (3) When using negative humorous advertising, high attractiveness candidate has higher advertising effectiveness than low attractiveness candidate.
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