The Impact of Women Candidates’ Negative Appeals, Humorous Appeals on the Political Advertising Effectiveness – The Moderating Effects of Voters’ Gender
碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 105 === The purpose of this study is to discuss the impacts of women candidates under different degrees of negative political advertising (direct comparison / direct attack), humor appeals (humor / non-humor) on advertising effectiveness, and the moderate variable is...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/w49rj4 |