小黨競選廣告中離散情緒訴求之效果：以時代力量為例

Effects of Discrete Emotional Appeals in Minor Party Political Advertisements: A case study of New Power Party

近年政治學者嘗試從競選策略解釋小黨的崛起，然而既有研究卻鮮少從競選廣告的角度解釋小黨如何爭取選民支持，且忽略以相同政治光譜的大小黨來檢視政黨偏好有別的選民，看待小黨廣告的差異反應。本研究以小黨競選廣告為主題，藉由情緒智能理論並輔以情緒維度論中的情緒效價（正面vs.負面），測試競選廣告中常見的情緒訴求（熱情vs.自豪vs.憤怒vs.希望vs.焦慮vs.恐懼）面對政黨偏好不同的選民時，對其政黨態度以及投票意願的影響。本文採用一因子組間實驗設計，透過操弄時代力量競選廣告，檢驗小黨情緒訴求之效果。實驗結果發現，當選民政黨偏好與廣告政黨一致時（即時代力量支持者看到時代力量廣告），性格系統下的熱情與自豪訴求使選民產生較佳的政黨態度與投票意願。當選民政黨偏好與廣告政黨不一致時（即民進黨支持者看到時代力量廣告），監控系統下的情緒希望與焦慮訴求會產生較佳效果。當選民無特定政黨偏好時，監控系統下的希望與恐懼訴求能產生較佳效果。本文除了補足情緒智能理論的研究缺口、拓展小黨政治行銷和情緒訴求研究，也提供競選實務上小黨如何設計競選廣告的相關建議。

Recently, political scholars have examined the rise of minor parties through the lens of campaign strategies. However, researchers have yet to explore how minor parties garner voter support through political advertisements. Furthermore, scholars know less about how voters with different party preferences within similar political ideologies respond to minor party advertisements. Focusing on political advertisements of minor parties, this study examines the impact of prevalent emo¬tional appeals (enthusiasm, pride, anger, hope, anxiety, and fear) in political ads on the party attitudes and voting intentions of voters with different party preferences. It integrates the affective intelligence theory and the emotional valence dimension (positive vs. negative) from the emotional dimension theory. With a one-factor-between-subjects experimental design, it manipulated the New Power Party’s (NPP) political ads to test the effectiveness of emotional appeals. The experimental results reveal that when voters’party preferences are consistent with the advertised party (i.e., NPP supporters viewing NPP advertisements), the emotional appeals of enthu¬siasm and pride under the disposition system lead to more favorable party attitudes and voting intentions. Conversely, when voters’party preferences are inconsistent with the advertised party (i.e., Democratic Progressive Party supporters viewing NPP advertisements), the emotional appeals of hope and anxiety under the surveil¬lance system yield better effects. In contrast, the emotional appeals of hope and fear under the surveillance system are more effective for voters with no specific party preference. It fulfills the research gap in affective intelligence theory and broadens relevant theories of minor parties’political marketing and emotional appeals. It also provides practical recommendations on how minor parties can design political ad¬vertisements.