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    题名: 政治廣告的議題設定與預示效果
    其它题名: Agenda Setting and Priming Effects in Political Advertising
    作者: 張卿卿
    贡献者: 廣告學系
    关键词: 議題設定;預示效果;競選廣告;政治廣告;台北縣市長選舉
    Agenda setting;Priming effect;Electoral advertisement;Political advertisement;Taipei County Magistrate Election
    日期: 1998
    上传时间: 2014-09-02 09:01:48 (UTC+8)
    摘要: 本研究以實驗方式於八十六年縣市長選舉期間,招募北縣有投票資格選民,來進行政治競選廣告的議題設定與預示效果的測試。初步研究結果顯示:政治競選廣告中所討論的三項議題,在受試者暴露於廣告之後,皆成為選民心中最重要的議題。本研究也發現:選民較容易受到其支持候選人討論的廣告議題影響。其他個人差異可能產生的影響(如:政治知識、教育程度),也在本研究中探討。此外,本研究並未發現政治廣告的預示效果。
    Employing an experiment, this study examined the agenda setting and priming effects of political advertising in the 1997 Taipei County Magistrate Election. The preliminary results indicated that, after ad exposure, viewers` issue agenda corresponded well with the issue agenda in political ads. This study also showed that viewers` agenda was more likely to comply with their supported candidates`. Other individual differences such as political knowledge and education were also examined. This study did not demonstrate any priming effect of political advertising.
    關聯: 行政院國家科學委員會
    計畫編號NSC87-2412-H004-020
    数据类型: report
    显示于类别:[廣告學系] 國科會研究計畫

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