美國政治競選廣告效果研究的回顧

The Impacts of Political Advertising- A Review of Studies in the U. S.

本文回顧美國政治競選廣告效果的相關實證研究。第一部份探討政治競選廣告的內容分析研究。第二部份依照研究方法的差異來回顧政治競選廣告對候選人評估的影響，所涵蓋的主要研究方法包括問卷調查、實驗法與競選花費分析。第三部分則討論競選廣告的間接效果，包括議題設定與預示效果，以及競選廣告與新聞媒體間的交互影響可能對選民產生的作用。第四部分將焦點放在負面競選廣告，從二個面向剖析負面廣告的效果；這兩個面向分別是負面廣告的記憶效果以及負面競選廣告對候選人評估的影響。

This study reviews the impacts of political advertising. The first section documents the findings from content analyses of political advertising. The second section discusses past studies on advertising effects. Studies reviewed in this section are organized based on different methodologies employed and different effect indices examined. The third section examines the interplay between political advertising and media news. The final section reviews the impacts of negative advertising from two perspectives: (1) its impacts on candidate evaluations; and (2) its impacts on ad memory.