自傳式政治廣告表現方式及其效果之比較研究

A Comparative Study of Presentative Styles and Effectiveness of Two Political Autobiographic Ads: KMT vs DPP, 1992

本研究以焦點團體訪談法（FGD）及量表測量方式，比較1992年立委選舉兩支競選廣告影片－－國民黨陸小芬篇與民進黨姜素珍篇，藉以探討自傳式政治廣告的性質。自傳式廣告是證言廣告的一種，研究結果發現，自傳式政治廣告不應使用職業演員，故事架構必須真實，並展示一個嶄新的訊息（閱聽人以往不曾接觸的新資訊），同時不可顯露太明顯的宣傳意圖。此外，本研究亦發現，經由團體的討論互動，閱聽人對廣告影片的評價並不會產生顯著的影響。

This thesis tried to build up the theoretical features of political autobiographic advertisements by comparing 'Lu Hsio-Fen' of KMT and 'Chiang Soo-Jeng' of DPP which two films were presented on Legislator Election of 1992. Three focus group discussions (FGD) were held. Before and after discussions, two measurement forms with same scales were dispatched to test participators' attitude. The findings suggested that, as a form of testmonial ad, political autobiographic ad should be based on a true story and give audience new messages, while avoiding to empoly professional actors and to display explicit propaganda intentions. Besides, this thesis found that group discussion had no significant influnce on the attitudes of participants.