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篇名 管理學報, 2022
第三十九卷第二期:201-232
DOI: 10.6504/JMBR.202206_39(2).0004
競選廣告美學對選民的候選人知覺、態度與投票意願之影響
The Effects of Political Advertising Aesthetics on Voter Perceptions, Attitudes, and Voting Intentions toward Candidates
作者
中文摘要
近年來許多候選人開始重視選舉美學,競選廣告可視為一種政治與美學交流的形式,但鮮少學者探討視覺美學在競選廣告中的效果,釐清此一議題具有理論和實務價值,尤其選民常依賴政治溝通過程中的視覺線索形成候選人評估與反應。本研究基於藝術注入效果,探討競選廣告注入美學對候選人感知、態度與投票意願的影響,並檢視另一視覺設計元素─空白空間的角色。兩項實驗的結果發現:高美學廣告(無論是藝術感或設計感)相較於低美學廣告,會提升候選人的感知高尚和感知專業,且感知高尚與專業中介廣告美學對候選人態度的正向效果,候選人態度中介廣告美學對投票意願的正向效果;此外,廣告中多空白空間相較於少空白空間,能夠喚起候選人的感知高尚和感知專業,進而提升候選人態度和投票意願。本研究能為競選團隊提供廣告製作上的建議,也對商業行銷具啟發意義。
中文關鍵字
競選廣告、美學、藝術注入、空白空間、感知高尚
英文摘要
In recent years, many candidates have begun to emphasize election aesthetics. Political advertising can be considered as an intertwining of politics and aesthetics; nevertheless, few scholars have investigated the effect of visual aesthetics on political advertising. Clarifying this issue has theoretical and practical value, especially because voters often rely on visual cues received during political communication to form candidate evaluations and responses. This study explores how aesthetic infusion in political advertising affects perceptions regarding the advertised candidates and voters’ attitudes and voting intentions toward the candidates from the perspective of the art infusion effects. It also examines the impact of another visual design element— white space. The results of the two experiments showed that, regardless of art or design elements, high (vs. low) aesthetic advertising improved voters’ perceptions of candidates’ sophistication and professionalism. Perceived sophistication and professionalism mediated the positive effects of advertising aesthetics on voters’ attitudes. Moreover, voters’ attitudes mediated the positive impact of advertising aesthetics on voting intentions. More white space in advertising increased the perceived candidate’s sophistication and professionalism, improving voters’ attitudes and voting intentions toward the candidate. The findings provide implications on how campaign teams should design political advertisements and promote commercial marketing.
英文關鍵字
political advertising, aesthetics, art infusion, white space, perception of sophistication
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