The Impact of Humor Appeals, Underdog Effect and Attack Types on the Negative Advertising Effectiveness

• Main Authors: LEE, YU-SHEN, 李昱陞
• Other Authors: LIN, YAO-NAN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/9hhzjz

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 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 advertising with underdog effect have higher effectiveness than the advertisements of non-underdog effect ; (4) By the issue attacks, the advertising with underdog effect have higher effectiveness than not advertising with underdog effect ; By the image attacks, the advertising with underdog effect and not advertising with underdog effect has no difference. This study suggested that advertisers should focus the topic of the ads on opponent’s political issue. For voters, the humorous advertising has higher effectiveness than non-humorous advertising; While designing the underdog effect ads, candidates should avoid including image attack in it so as to avoid backflash.