政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/69557
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113392/144379 (79%)
造訪人次 : 51208978      線上人數 : 898
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/69557


    題名: 政治廣告的議題設定與預示效果
    其他題名: Agenda Setting and Priming Effects in Political Advertising
    作者: 張卿卿
    貢獻者: 廣告學系
    關鍵詞: 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
    上傳時間: 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
    資料類型: report
    顯示於類別:[廣告學系] 國科會研究計畫

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    index.html0KbHTML2835檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋