The Impact of Negative Appeals and Humor Appeals on the Political Advertising Effectiveness – The Moderating Effects of Argument Quality
| Autor: | Wan-Ling Liu, 劉宛翎 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 This study assesses the impacts of three negative political advertising (direct attack, direct comparison) and humor appeals (humor/non-humor) on advertising effectiveness, and the moderate variable is argument quality (strong/weak). A total of 235 respondents participated in this study, which was used an experimental method, and data were analyzed by performing 3-way ANOVA. The results indicated as follows: (1) The ads of direct attack have higher advertising effectiveness than the ads of direct comparison; (2) The humorous advertising have higher advertising effectiveness than non-humorous advertising; (3) Under humorous negative advertising, the direct comparison ads have higher advertising effectiveness than the direct attack ads; Under non-humor negative advertising, the direct comparison ads and the direct comparison ads have no differences; (4) For strong argument quality, the direct comparison ads have higher advertising effectiveness than the direct attack ads; For weak argument quality, the direct comparison ads and the direct comparison ads have no difference; (5) For strong argument quality, humorous advertising has higher advertising effectiveness than non-humorous advertising. For weak argument quality, the humorous advertising and non-humorous advertising have no difference. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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