負面選舉廣告與幽默訴求對罷免之廣告效果影響－以選民怕被笑特質為干擾變項

The Impact of Negative Appeals and Humorous Appeals on the Remove Advertising Effectiveness - The Moderating Effects of Gelophobia Tendency

10.6495/CIMBM.201806.0005

林耀南(Yao-nan Lin)；謝宜瑾(Yi-Chin Hshieh)

罷免廣告 ； 負面選舉廣告 ； 幽默廣告 ； 選民怕被笑特質 ； 嘲笑風格 ； Remove advertising ； Negative political advertising ； Humorous advertising ； Gelophobia tendency ； Pho-Phi-Kat Style

科際整合管理研討會

2018第20屆（2018 / 08 / 01）

65 - 80

繁體中文

近幾年台灣選民除了擁有投票權外，亦會使用罷免權，「開除」不適任的政治人物，隨著罷免活動的進行，不論是罷免團體廣告訴求或是選民個人特質，均對罷免結果有重大的影響。因此本研究希望能就罷免活動相關議題進行探討，欲探討罷免活動中：負面選舉廣告類型（形象攻擊/議題攻擊）、幽默廣告類型(有/無)以及選民怕被笑特質(高/低)之2*2*2之實驗設計，其對廣告效果之影響。本研究以三因子變異數進行分析，並使用SPSS20.0為分析工具，有效樣本共228份。本研究結果如下：（1）議題攻擊型廣告相較於形象攻擊型廣告有較佳之廣告效果；（2）幽默廣告會比非幽默廣告有較佳的廣告效果；（3）不論廣告幽默與否，議題攻擊型廣告相較於形象攻擊型廣告有較佳之廣告效果；（4）不論不論選民怕被笑特質高低，議題攻擊型廣告相較於形象攻擊型廣告有較佳之廣告效果；（5）對怕被笑特質傾向低的選民來說，幽默廣告會比非幽默廣告有較佳的廣告效果；對怕被笑特質傾向高的選民來說，幽默廣告與非幽默廣告之廣告效果沒有差異。

The purpose of this study is to discuss the impacts of remove activities under different degrees of negative political advertising (issue attack / image attack), humor appeals (humor / non-humor) on advertising effectiveness, and the moderate variable is voters' gelophobia tendency (high /low). A total of 228 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. The results indicated as follows: (1) The ads of issue attack have higher advertising effectiveness than the ads of image attack; (2) The humorous advertising have higher advertising effectiveness than non-humorous advertising; (3) The negative appeals and humorous appeals have no difference in advertising effectiveness ; (4) For high or low gelophobia tendency voters, the issue attack ads have higher advertising effectiveness than the image attack ads;(5) For lower gelophobia tendency voters, humorous advertising have higher advertising effectiveness than non-humorous advertising; For higher gelophobia tendency voters, the humorous advertising and non-humorous advertising have no difference.