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博碩士論文 etd-0009115-230027 詳細資訊
Title page for etd-0009115-230027
論文名稱
Title
神不知鬼不覺的收買你:競選廣告細微語言變化對選民反應之影響
To please you unconsciously: Effects of minor language variations in campaign advertisements on voters’ responses
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
233
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-07-29
繳交日期
Date of Submission
2015-01-09
關鍵字
Keywords
廣告發佈時點、訊息取向、競選廣告、細微語言變化、政黨認同、代名詞
party identification, time-of-releasing advertisements, minor language variations, pronouns, message orientation, campaign advertisements
統計
Statistics
本論文已被瀏覽 5686 次,被下載 53
The thesis/dissertation has been browsed 5686 times, has been downloaded 53 times.
中文摘要
台灣民主政治發展在亞洲國家可謂領頭羊,藉由政治選舉落實「一人一票,票票等值」。隨著選舉越趨激烈,候選人必須想方設法,以各式競選活動搏取選民珍貴的一票,其中,又以競選廣告最能影響選民。過去的競選廣告研究,鮮少探討廣告內容中細微語言變化之效果,然觀察2008年的總統競選廣告,細微語言似乎發揮作用,無論是國內國民黨的「『我們』準備好了」,或是美國民主黨的「Yes, 『we』 can」,都讓該陣營的候選人順利當選,此外,亦有學者研究候選人對選民進行的政治演說,發現使用不同訊息取向詞性所構成的語言 (具體 vs. 抽象),對選民的影響有異。故本研究旨在探討實詞與虛詞的細微語言變化,對選民廣告效果反應的影響,檢視廣告發佈時點、選民政黨認同、廣告價性的干擾作用,並基於候選人與選民間的關係期望,測試候選人可信度的中介效果。

本研究以實地實驗法進行測試,實驗一為2(代名詞使用)×2(訊息取向)×2(廣告發佈時點)之受測者間實驗設計,蒐集224位選民樣本,研究結果發現:代名詞與訊息取向具有互動關係,而廣告發佈時點遠時,代名詞「候選人與您」與「具體」訊息有較佳效果;當發佈時點近時,代名詞「我們」與「具體」訊息效果較佳。實驗二則為2(代名詞使用)×2(訊息取向)×2(廣告政黨)×2(廣告價性)之受測者間實驗設計,蒐集593位有效樣本,研究結果發現:在正面價性的競選廣告中,對政黨認同相同之選民,代名詞「我們」與「抽象」訊息有較佳效果,對政黨認同不同之選民,代名詞「候選人與您」與「具體」訊息可產生較佳反應;而在負面價性廣告中,對政黨認同相同之選民,代名詞「候選人與您」與「具體」訊息有較佳效果,對政黨認同不同之選民,代名詞「候選人與您」會產生較佳之廣告效果;另外,細微語言變化對於真獨立選民、偽獨立選民的影響亦有所不同。
Abstract
By carrying out the principle of “One person, one vote”, Taiwan is regarded as the bellwether of democracy in Asia. In order to win voters’ support, candidates have to employ various strategies in campaign. Among various ways, campaign advertising is viewed as the most effective way to result in impacts on voters. However, few studies on campaign advertising have been done on the effect of minor language variations in advertising contents. Barack Obama used “Yes, ‘we’ can” as a slogan to win the United States presidential election of 2008; the Nationalist Party in Taiwan used “We are ready” to create the success for the candidates. Both examples reveal that minor language variations seems to work. Additionally, some research has been devoted on the persuasive effects of distinct message orientation (concrete vs. abstract) of candidates’ political address on voters. Therefore, the purpose of this paper is to explore the effect of minor language variations of content words and function words on voter’s advertising-effect responses. Moreover, this paper discusses the moderating role of time-of-releasing advertisement, voter party identification, and advertisement valence. The mediating effect of candidate trust is also tested based on relationship expectations between candidates and voters.

The authors refer pronoun use and message orientation as core variables throughout this paper. Two field experiments were conducted to examine the minor language variations and their impacts on voters. The first experiment with 224 valid samples also discusses how time-of-releasing advertisement (distant vs. near) (Experiment 1) moderates voters’ responses towards minor language variations. The second experiment with 593 valid samples further discusses how the interaction between advertisement valence (positive vs. negative) and voter party identification moderates the effects of minor language variations (Experiment 2).

The experimental results reveal the following. (1) Minor language variations do affect voters’ responses toward campaign advertising. (2) When the time-of-releasing advertisement is distant from the voting day, voters have more favorable responses towards the pronoun use of “candidate and you”. When the time-of-releasing advertisement is near, voters have more favorable responses towards the pronoun use of “we”. No matter what time-of-releasing is, concrete message is more effective than abstract one. (3) In positive valence advertisements, voters whose party identification is the same as candidates’ have more favorable responses towards the pronoun - “we” and “abstract” messages; voters holding different party identification have more favorable responses towards the pronoun - “candidate and you” and “concrete” messages. (4) In negative valence advertisements, voters holding the same party identification as candidates’ have more favorable responses towards the pronoun - “candidate and you” and “concrete” messages”; voters holding different party identification have more favorable responses towards the pronoun - “candidate and you”, but the message orientation doesn’t work. (5) The effects of minor language variations on pure independents and independent leaners are different. Implications of above findings of the effects of minor language variations in campaign advertisements are discussed.
目次 Table of Contents
審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
表目錄 viii
圖目錄 x

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題 6
第四節 研究目的 7

第二章 文獻探討 8
第一節 細微語言/字詞變化 8
第二節 消費者與品牌關係規範 14
第三節 廣告發佈時點 19
第四節 選民政黨認同、政治涉入、關係期望 20
第五節 廣告價性 24

第三章 研究架構與假說推論 27
第一節 研究架構 27
第二節 研究假說 28

第四章 實驗一 46
第一節 研究方法 46
第二節 分析方法 57
第三節 分析結果 57
第四節 討論 72
第五節 後測結果分析 79

第五章 實驗二 82
第一節 研究方法 82
第二節 分析方法 92
第三節 分析結果 93
第四節 討論 129
第五節 實驗一、二結果比較 138

第六章 結論與建議 140
第一節 研究發現與討論 140
第二節 研究意涵 145
第三節 研究限制與未來方向 155

參考文獻 159
附錄一 177
附錄二 194
附錄三 218
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