The Impact of Humor Appeals, Underdog Effect and Attack Types on the Negative Advertising Effectiveness
碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 107 === The purpose of this study is to discuss the impacts under negative political advertising (issue attack/image attack), humor appeals (humor/non-humor) and underdog effect (underdog/non-underdog) on advertisement effectiveness. A total of 238 respondents partic...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/9hhzjz |