- 期刊
- OpenAccess
Political Advertising in Democratic Taiwan Audiences' Perspectives on Political Figures through Image-Building Advertisements
並列摘要
One can gain important insights into the effects of political advertising by looking at decoding and interpretation in audience perception studies. This essay considers two genres of political advertisement-celebrity endorsement and emotional appeal-through six focus groups formed by either Democratic Progressive Party (DPP) or Kuomintang (KMT) identifiers. It focuses on three key themes for comparison: the participants' involvement, their interpretations of the key messages, and opinions that were important to them. This study aims to further the understanding of how political advertisements are interpreted and to bring some practical knowledge to the field by comparing the perspectives of audiences of differing political orientations.
參考文獻
Mark Wheeler(1997).Politics and the Mass Media.Oxford:Blackwell.
Larry Powell,Joseph Cowart(2003).Political Campaign Communication: Inside and Out.Boston, MA:Pearson.
Dennis Kavanagh(1995).Election Campaigning: The New Marketing of Politics.Oxford:Blackwell.
Dennis E. Kinsey,Bruce I. Newman (ed.)(1999).Handbook of Political Marketing.Thousand Oaks, CA:Sage.
Norman Peng,Chris Hackley(2007).Political Marketing Communications Planning in the UK and Taiwan: Comparative Insights from Leading Practitioners.Marketing Intelligence and Planning.25(4-5),483-498.
被引用紀錄
林宜儒（2007）。「永中公民養成方案」影響國中學生政治意識與公民參與態度之行動研究〔碩士論文，國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-0204200815534652
延伸閱讀
- 周軒逸、周繼祥（2012）。The Advertising Effectiveness of Political Text Messages: An Exploratory Study on Undergraduates from Five Universities in North Taiwan。政治科學論叢，(54)，71-120。https://doi.org/10.6166/TJPS.54(71-120)
- 張佑宗（2009）。Election Losers and Democratic Consolidation: The Election Losers' Attitudes toward Democratic Ruling Party in the Taiwan 2004 Presidential Election。臺灣民主季刊，6(1)，41-72。https://doi.org/10.6448/TDQ.200903.0041
- Chang, Y. C., & Fan, H. C. (2019). A Study on the Association between Political Media and Perceived Political Efficacy Among Taiwanese Military Cadets- Exemplified by Fu Hsing Kang College at the National Defense University. 復興崗學報, (115), 185-218. https://www.airitilibrary.com/Article/Detail?DocID=04298063-201912-201912240013-201912240013-185-218
- 張卿卿（2002）。The Impacts of Media Use on Voters' Campaign Issue Knowledge and Internal Political Efficacy-An Exploration of the 2000 Election in Taiwan。選舉研究，9(1)，1-39。https://doi.org/10.6612/tjes.2002.09.01.01-39
- 王冠翔（2000）。Political Marketing : A Study of Candidate Positioning and Perceived Discrepancy－A Case of 2000 Presidential Election in Taiwan〔碩士論文，元智大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0009-0112200611325645