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    Title: 競選廣告中黨籍標籤之研究--1991年與1989年兩黨候選人競選廣告之比較
    Authors: 鄭自隆
    Date: 1993-01
    Issue Date: 2008-12-18 17:13:18 (UTC+8)
    Abstract: 本論文係分析國民黨與民進黨兩黨候選人競選廣告中所標示之黨籍標籤(政黨關係介紹字數在文案中所佔之比率、所屬政黨符號出現的頻率、政黨標準在廣告中所佔之比率),以探討候選人黨籍差異與廣告中黨籍標籤之關係,及探討候選人黨籍差異、當選與否兩項變數與廣告中黨籍標籤之交互效應關係。經報紙廣告內容分析,並以之與候選人黨籍、當選與否交叉檢驗發現,廣告中黨籍標籤之標示無關候選人當選或落選;其次,在野黨候選人較樂於使用黨籍標籤。此外,不同的選舉型態,兩黨候選人使用黨籍標籤的情況也不同。
    Relation: 廣告學研究, 1, 99-117
    Data Type: article
    Appears in Collections:[Department of Advertising] Periodical Articles

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