摘要
近年来,负面竞选广告数量呈增长趋势,但其效果却备受争议。本文综合分析了以往的负面竞选广告研究,发现个体的情绪/情感动机能很好地解释情感诉求广告的加工过程;负面竞选广告的效果会受到广告投放时机的影响,选民在决策后期(已拟定给某位候选人的投票意向)更容易受到负面广告的影响。未来的研究可以细分选民的信息加工进程、投票决策过程,使负面竞选广告的效果研究更加精细化、情境化。
In recent years, negative campaign ads dramatically increase, but the voting effect remains debatable. The present study reviewed the related literatures, and found that individuals' emotional motivation accounted for the process of negative complain ads. Of importance, the aired time impacts the voting effect of negative campaign ads, and voters are most susceptible to negative ads late in the campaign if the candidate they have chosen are attacked. As compared to a general judgment of the effect of negative campaign ads, the analysis of information process and decision-making should be concerned in future directions.
出处
《现代广告》
2016年第12期48-53,共6页
Modern Advertising
关键词
负面竞选广告
投票率
信息加工
投放时机
Negative Campaigning Ads, Voter Turnout, Information Process, Aired Time