کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
7463334 | 1484942 | 2018 | 14 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Minor language variations in campaign advertisements: The effects of pronoun use and message orientation on voter responses
ترجمه فارسی عنوان
تنوع زبان های جزئی در تبلیغات کمپین: اثرات استفاده از ضمایر و جهت گیری پیام بر پاسخ های رای دهندگان
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
علوم اجتماعی
جغرافیا، برنامه ریزی و توسعه
چکیده انگلیسی
Campaign slogans such as Barack Obama's 'Yes, we can' in the 2008 US presidential election and Ing-Wen Tsai's 'Light up Taiwan' from her successful 2016 presidential bid, used specific and subtle language choices to affect voters. However, previous studies on campaign advertisements mostly focused on substantial content changes in advertisements. This study explored voters' responses to minor language variations in campaign advertisements, including pronoun use and concrete vs. abstract message orientation. The results of two experiments provide evidence that minor language variations in advertisements affect voter responses. Specifically, concrete messages are more effective than abstract ones. Using 'candidate and you' is more effective for candidates affiliated with specific political parties later in the election campaign period. The use of 'candidate and you' (vs. 'we') weakens the effects of concrete messages. The effects of minor language variations are moderated by advertising timing, advertising valence, and voters' party identification.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Electoral Studies - Volume 51, February 2018, Pages 58-71
Journal: Electoral Studies - Volume 51, February 2018, Pages 58-71
نویسندگان
Hsuan-Yi Chou, Min-Hung Yeh,