時間距離對負面競選廣告效果之影響

The Impact of Temporal Distance on the Effects of Negative Campaign Advertisement

周軒逸(Hsuan-Yi Chou) ； 練乃華(Nai-Hwa Lien)

《臺灣民主季刊》 7卷2期 (2010/06) Pp. 33-76

https://doi.org/10.6448/TDQ.201006.0033

摘要

本研究藉由時間解釋理論，探討負面廣告的發佈時點，是否直接影響廣告效果，並進一步探討若廣告時點不同，則搭配強或弱論點、進行議題或形象攻擊，何者的效果較佳。作者以實驗設計的方式，以學生和上班族選民，進行了兩個實驗，研究結果發現：首先，對於學生選民，越早打出負面廣告效果越好，而對於上班族選民，負面廣告的發佈時點並不影響廣告效果。其次，若距離選舉投票日還有較長的時間，則進行強論點、議題式的負面攻擊，效果較佳；反之，若距選舉投票日較爲接近，則進行弱論點、形象式的負面攻擊有較佳的效果。

關鍵字

負面競選廣告 ； 時間距離 ； 訴求重要性 ； 訴求主題 ； 時間解釋理論

並列摘要

The time frame during which a political candidate uses negative advertising during his campaign and that attacking points that the advertisement appeals are critical to the advertisement's effectiveness. Based on temporal construal theory, which comes from consumer psychology, this paper explores whether the timing in broadcasting a negative advertisement (i.e., temporal distance from the voting day) has a direct effect on voters' advertising responses and candidate responses, and investigates if there exists a match between temporal distance of the advertisement and the advertisement's appeal importance or a match between temporal distance and the ad's appeal content. We use the younger (i.e., graduate students and undergraduate students) and older electorate (i.e., white-collar workers) to conduct two experiments. Results indicate that for the younger electorate, the earlier a candidate announces a negative ad, the better the advertising effectiveness. However, temporal distance does not have effects for the older subjects. When the voting day is temporally distant, important and issue-related appeals, compared with unimportant and image-related ones, generate more beneficial effects for the ad sponsor. In contrast, when the voting day is temporally imminent, unimportant and image-related appeals are more advantageous for the sponsor, especially for the older electorate. The implication of these and other findings are discussed.

並列關鍵字

negative campaign advertisement ； temporal distance ； appeal importance ； appeal content ； temporal construal theory

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