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政大典藏 > College of Communication > Department of Advertising > Periodical Articles > Item 140.119/48403

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/48403

Title:	Should women emote? Perceptual bias and opinion change in response to political ads for candidates of different genders
Authors:	Chang, Chingching 張卿卿
Keywords:	candidate gender;emotional tone;female candidates;political advertising;social desirability;third-person effect
Date:	1997-01
Issue Date:	2010-11-22 20:18:49 (UTC+8)
Abstract:	Are responses to campaign advertisements for female political candidates more favorable when the emotional tone of the ad is neutral rather than negative or positive? Findings from an experiment indicate that, broadly speaking, neutral ads for women are perceived as more socially desirable. They also produce a smaller third-person effect and more favorable attitudes than emotional appeals, whether positive or negative. These findings are discussed in terms of their support for third-person effect theory and their practical implications for campaigners.
Relation:	Political Communication, 14(1), 49-69
Data Type:	article
Appears in Collections:	[Department of Advertising] Periodical Articles

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