The Impact of Women Candidates’ Negative Appeals, Humorous Appeals on the Political Advertising Effectiveness – The Moderating Effects of Voters’ Gender

• Main Authors: LAI, YEN-CHIH, 賴彥銍
• Other Authors: LIN, YAO-NAN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/w49rj4

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 voters’ gender (male / female). 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. The results indicated as follows: (1) The ads of direct comparison have higher advertising effectiveness than the ads of direct attack; (2) The humorous advertising have higher advertising effectiveness than non-humorous advertising; (3) The male and female voters have no difference in advertising effectiveness ; (4) For male and female voters, the direct comparison ads have higher advertising effectiveness than the direct attack ads; (5) For male voters, humorous advertising has higher advertising effectiveness than non-humorous advertising. For female voters, the humorous advertising and non-humorous advertising have no difference.