在台灣的選舉裡，負面競選廣告屢見不鮮。儘管候選人聲稱自己不打負面選戰、不抹黑、不潑髒水，實際上，選舉期間很難做到不使用負面攻擊，如負面文宣，攻擊對手的政見或個人形象，並輔以圖像醜化對手。由於負面攻擊大多給人不好的觀感，可能會造成發起者、被攻擊者兩敗俱傷。因此，如何在不得不使用負面攻擊的情況下，將自身傷害程度減至最小，並有效削弱對手，一直是選戰人員和學界十分關切的議題。近年來亦有學者呼籲，可以消費者理論解析選民對於競選廣告之反應。鑑此，本研究結合解釋水平理論、訊息適配及情緒之觀點，探討負面競選廣告中的文字訴求主題與人物肖像，在搭配不同廣告色調，及對於不同政黨偏好選民的情況下，將如何影響廣告效果。
本研究採實驗設計法，以兩個實驗驗證五個假說。實驗一採 2（廣告訴求：議題攻擊vs. 形象攻擊） x2 （人物肖像：真人肖像 vs. 漫畫式肖像） x2 （廣告色調：黑白 vs. 彩色） 三因子受測者間實驗設計，欲檢驗廣告訴求、人物肖像與廣告色調的適配效果。實驗二則再次檢驗適配效果，並加入選民對於廣告攻擊之候選人的政黨偏好一致性，形為四因子受測間實驗設計，分析時將檢視政黨偏好一致性的作用。本研究結果發現，就廣告效果而言，當廣告色調為黑白時，使用形象攻擊、漫畫肖像較佳；廣告色調為彩色時，使用議題攻擊、真人肖像較佳。當選民與被攻擊者政黨偏好一致時，使用形象攻擊較佳；對於中立選民而言，則是使用議題攻擊較佳。

In the elections of Taiwan, it comes more and more negative political advertising. Although cCandidates always claimsaid that they arewere not going negative,. aActuclly, it is very difficult “not” to use negative advertising in political campaigns. Therefore, how to use negative advertising well is an important issue. The purpose of this study i was to investigate the direct effects of negative advertising appeals and candidate portraits types on voters’ advertising responses and candidate responses. Based on construal level theory, message match-up, and emotion studies, this paper also explores howwhether the advertising color tone and voter party preference moderate the effects ofhave match between advertisingtisement appeals and candidate portraits types.
This research conducted two experiments to test five hypotheses. Experiment 1 wais a 2(advertising appeal: issue vs. image) X 2(candidate portraits type: real person vs. comic) X 2(advertising color tone: black-and-white vs. colorful) between-subjects design and Experiment 2 wais a 2(advertising appeal: issue vs. image) X 2(candidate portraits type: real person vs. comic) X 2(advertising color tone: black-and-white vs. colorful) X 3(party preference: consistent vs. non consistent vs. independents) between-subjects design. Voter party preference was measured in Experiment 2. The analytical results indicate that (1) when the advertising color tone wasere black-and-white, using image appeal andor comic portrait in advertisements generateds better advertising effects; when the advertising color tone wasere colorful, using issue appeal andor real person portrait in advertisements generateds better advertising effects; and (2) when voters’ party preference wasere consistent to the party of the attacked candidate, using image appeal in advertisements led togenerates better advertising effects; when voters were independents, using issuemage appeal in advertisements generateds better advertising effects.

目錄
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 5
第三節、研究問題 11
第四節、研究目的 11
第二章、文獻探討 13
第一節、負面競選廣告 13
一、競選廣告訴求類型 14
二、議題vs.形象訴求 15
三、小結 17
第二節、政治人物肖像 18
一、真人vs.虛擬 18
二、競選傳播中的漫畫式人物 19
第三節、政黨偏好 20
一、廣告偏好一致性 21
二、政黨偏好與負面感受 22
三、小結 23
第四節、解釋水平理論 24
一、解釋水平與心理距離 25
二、社會距離 27
三、影響解釋水平高低的因素 30
四、解釋水平與適配性 34
五、心理距離、解釋水平與情感影響 36
六、小結 38
第五節、廣告中的色彩 39
一、廣告中的黑白彩色 40
二、小結 41
第三章、研究架構與假說推論 42
第一節、實驗一研究架構與假說 42
一、廣告訴求與人物肖像之效果 43
二、廣告色調對廣告訴求之干擾效果 45
三、廣告色調對人物肖像之干擾效果 47
第二節、實驗二研究架構與假說 49
一、政黨偏好一致性對廣告訴求之干擾效果 49
二、政黨偏好一致性對人物肖像之干擾效果 51
第四章 實驗一 53
第一節、研究方法 53
一、樣本與實驗設計 53
二、實驗刺激與前測 54
三、實驗程序 61
四、變數衡量 62
第二節、分析結果 64
一、研究樣本組成 64
二、變數平均值、標準差及量表信度分析 67
三、作用機制檢定與操弄性檢定 68
四、假說驗證 73
第三節、討論 83
一、廣告訴求之效果差異 85
二、人物肖像之效果差異 85
三、訊息內容與廣告色調之干擾關係 86
第五章 實驗二 90
第一節、研究方法 90
一、研究樣本 90
二、實驗設計 91
三、實驗程序 91
四、衡量變數 92
第二節、分析結果 94
一、研究樣本組成 94
二、變數平均值、標準差及量表信度分析 96
三、作用機制檢定與操弄性檢定 94
四、假說驗證 104
第三節、討論 118
一、廣告訴求之效果 122
二、人物肖像之效果差異 123
三、訊息內容與廣告色調之適配關係 124
四、政黨偏好一致性之干擾效果 125
第六章 結論與建議 130
第一節、主要研究發現 130
第二節、理論意涵 134
第三節、實務建議 139
第四節、研究限制與未來研究方向 141
參考文獻 144
附錄一、前測問卷 157
附錄二、實驗問卷 170

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