贏在關鍵時刻－競選廣告訴求內容與發佈時點分析

How to Win at the Critical Moment: Analysis of Appeal in and Release Time of Campaign Advertising

周軒逸(Hsuan-yi Chou) ； 李瑞清(Jui-ching Lee) ； 吳秀玲(Hsiu-ling Wu)

《臺灣民主季刊》 15卷4期 (2018/12) Pp. 1-56

摘要

在世界各地的選舉活動中，競選廣告仍持續扮演著政治行銷裡非常關鍵的一環，然而過去對於競選廣告訴求內容效果的討論仍顯不足，且甚少考量選民可能的抗拒反應與多波廣告之搭配關係。本研究旨在測試若特定政黨發起前、後兩波競選廣告，廣告中訊息建構水平對於選民態度反應、投票意願的影響，基於選民不同的訊息處理心態和心理距離，也檢視競選廣告發佈時點和選民政黨偏好一致性的干擾效果。實驗結果發現：政黨偏好一致者和獨立選民較偏向採取「接收說服」的心態處理廣告訊息，反之，政黨偏好不一致者則偏向採取「抗拒說服」的處理心態；此外，競選廣告發佈時點和選民的政黨偏好一致性，會干擾廣告訊息建構水平的效果，並使其作用於不同指標。本研究除了對於政治傳播領域中的競選廣告、解釋水平理論、抗拒說服等相關研究，提供理論上的貢獻與突破外，並可在選舉實務上，提供候選人與政黨如何針對不同選民，擬定競選廣告訴求內容、媒體選擇、發佈時點之策略參考。

關鍵字

競選廣告 ； 解釋水平理論 ； 廣告訴求內容 ； 廣告發佈時點 ； 政黨偏好一致性

並列摘要

Campaign advertising has continually played an important role in political marketing for elections around the world. However, the effects of using appeals in advertisements are under-researched, and few previous studies have discussed the possible resistance that voters may have towards campaign advertising and the match-up relationship between multi-wave campaign advertisements. Setting the research condition as a specific party delivering two-wave campaign advertisements at different time points, this study examines how the construal levels of message content in advertisements affect voters' attitudinal responses and voting intentions. In addition, based on voters’ different message-processing mindsets and psychological distance, the moderation of campaign advertisement release time and party consistency is explored. Experimental results reveal that party-consistent and independent voters tend to process campaign advertisement messages as they are open to accepting persuasion, but party-inconsistent voters tend to resist the persuasiveness of the advertisements. The release timing of the advertisement and the party consistency moderate the relative effects of messages in different construal levels and make them function on different indices. This paper makes theoretical contributions to campaign advertising in the field of political-communication, construal-level theory, and resistance to persuasion. For candidates and political parties, the research findings also provide valuable suggestions for decisions regarding the use of appeals in advertisements, medium choices, and the release timing of advertisements to generate better effects on different voters.

並列關鍵字

campaign advertising ； construal-level theory ； appeal in advertisements ； release time of advertisements ； party consistency

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