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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/48403


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    題名: Should women emote? Perceptual bias and opinion change in response to political ads for candidates of different genders
    作者: Chang, Chingching
    張卿卿
    關鍵詞: candidate gender;emotional tone;female candidates;political advertising;social desirability;third-person effect
    日期: 1997-01
    上傳時間: 2010-11-22 20:18:49 (UTC+8)
    摘要: 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.
    關聯: Political Communication, 14(1), 49-69
    資料類型: article
    顯示於類別:[廣告學系] 期刊論文

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