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    题名: Effects of gender schematic processing on the reception of political commercials for men and women candidates
    作者: Hitchon, Jacqueline C.;Chang, Chingching
    張卿卿
    日期: 1995-08
    上传时间: 2008-12-18 17:42:13 (UTC+8)
    摘要: The article tests hypotheses from gender schema theory (Bem, 1981) in the context of political television commercials for men and women gubernatorial candidates. Subjects viewed authentic commercials for three pairs of candidates, each pair comprising a man and a woman candidate competing for office. The experimental design varied the tone of the commercials (positive, negative, neutral) in addition to candidate gender. Findings included enhanced recall of ad information from content domains of family and appearance in the case of women as opposed to men candidates, and enhanced recall from the domain of campaign activities in the case of men as opposed to women candidates. Men`s attack ads on women elicited greater emotional reaction than women`s attacks on men.
    關聯: Communication Research, 22(4), 430-458
    数据类型: article
    显示于类别:[廣告學系] 期刊論文

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    Communication Research-1995-HITCHON-430-58.pdf2631KbAdobe PDF21348检视/开启


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