题名

手機政治簡訊的廣告效果之探索性研究：臺灣北部五所大學生的試驗

并列篇名

The Advertising Effectiveness of Political Text Messages: An Exploratory Study on Undergraduates from Five Universities in North Taiwan

DOI

10.6166/TJPS.54(71-120)

作者

周軒逸(Hsuan-Yi Chou)；周繼祥(Jih-Shine Chou)

关键词

政治傳播 ； 簡訊廣告 ； 廣告效果 ； 大學生選民 ； Political Communication ； Mobile SMS Ddvertising ； Advertising Effectiveness ； Undergraduate Voters

期刊名称

政治科學論叢

卷期/出版年月

54期（2012 / 12 / 01）

页次

71 - 120

内容语文

繁體中文
中文摘要

邇來的選舉，候選人大都透過手機發送大量簡訊廣告，將自己的訴求用快速、精準的方式傳遞予目標選民，以達政治傳播之目的。本研究旨在探討年輕的大學生選民對於政治簡訊廣告之反應，作者從政治簡訊的內容、發送來源、接收者個人因素三個面向切入，擬釐清廣告主題、訴求類型、內容資訊性、娛樂性、社交性、互動性、廣告發送來源、接收者個人政黨傾向、簡訊廣告一般性態度和持續性政治涉入等前置因素所造成的廣告效果。實驗結果發現：（1）以簡訊提醒選民投票及傳播正面主題，相較於負面主題，可產生較佳的廣告效果；（2）廣告訴求越理性、內容的資訊性、娛樂性、社交性越強，則會引發選民較佳的反應；（3）政治簡訊廣告發起方的政黨若與收訊選民的政黨傾向一致時，相較於不一致者，會使該則政治簡訊產生較佳的廣告效果；（4）選民對簡訊廣告的一般性態度越佳，則可連帶提升政治簡訊的廣告效果。
英文摘要

In recent elections in Taiwan, candidates have sent a large number of political advertisements using text messages (SMS). SMS is a quick and precise means of communicating messages to the electorate. However, few scholars of political communications have empirically explored the effects of political advertisements sent by SMS, and many unanswered questions remain, such as how to design the contents of political SMS messages and how to target messages to certain receivers to achieve better results. This study examines the responses of undergraduate voters to political SMS messages, focusing on three aspects of political advertising by SMS message - message contents, message source, and message receiver. The study examines the effects of this advertising according to subject, appeal type, content informativeness, entertainment, sociality, interactivity, sources of the advertisement, party orientation of the receiver, and general attitudes toward mobile advertising, applying relevant theory from existing research on political advertising and mobile advertising. The experimental results reveal the following: (1) SMS advertisements that remind people to vote and disseminate positive information generate better effects when compared to those that disseminate negative information; (2) SMS advertisements with higher rationality, informativeness, entertainment, and sociality value achieved more positive responses; (3) Advertising effectiveness is higher when the receiver favors the party sending the SMS advertisement than when the sponsor is a competing party or when the receiver is an independent voter; and (4) Voters' general attitudes toward mobile advertising impact their receptiveness to SMS political advertisements.
主题分类 社會科學 > 社會科學綜合
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被引用次数
  1. 林正士、周軒逸(2014)。總統大選電視辯論對於首投族之政治傳播效果：以2012 年台灣總統選舉為例。選舉研究，21(1)，47-87。
  2. 周繼祥、周軒逸、吳秀玲(2016)。哀兵訴求簡訊在競選中之廣告效果。東吳政治學報，34(3)，1-63。
  3. 周軒逸、李瑞清、吳秀玲(2017)。政治宣傳與抗拒說服—名人政治背書的廣告效果研究。臺灣民主季刊，14(3)，45-101。
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