지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.6
- 수록면
- 429 - 455 (27page)
- DOI
- 10.18284/jss.2012.06.31.1.429
이용수
초록· 키워드
오류제보하기
This study examined the effects of television political advertising on voters’ candidate image changes based on the experimental study during the 1997, the 2002 and the 2007 presidential election campaigns. The main purpose of this study was not to find out the effects of whole candidate image, but to find out the effects of respective image components on young voters among the 1997, the 2002 and the 2007 campaigns.
The results showed that the factor structures of candidate image were significantly different among the 1997, the 2002 and the 2007 campaigns. The results also revealed that the changes in candidate image components influenced voters’ intention to vote for the advertised candidate(Lee, Hoe-Chang) and emotional responses to the candidate among the 1997, the 2002 and the 2007 campaigns. Contrary to the previous study findings, political advertising showed less influence on candidate image component changes in the 1997 and the 2007 than in the 2002 campaign in which Lee, Hoe-Chang, presidential candidate was conspicuous to most voters. In conclusion, candidate image was proved to be not a static one, but a variable concept in accordance with the lapse of time.
The results showed that the factor structures of candidate image were significantly different among the 1997, the 2002 and the 2007 campaigns. The results also revealed that the changes in candidate image components influenced voters’ intention to vote for the advertised candidate(Lee, Hoe-Chang) and emotional responses to the candidate among the 1997, the 2002 and the 2007 campaigns. Contrary to the previous study findings, political advertising showed less influence on candidate image component changes in the 1997 and the 2007 than in the 2002 campaign in which Lee, Hoe-Chang, presidential candidate was conspicuous to most voters. In conclusion, candidate image was proved to be not a static one, but a variable concept in accordance with the lapse of time.
목차
Ⅰ. 문제제기 및 연구목적
Ⅱ. 이론적 논의
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 논의 및 결론
참고문헌
Abstract
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UCI(KEPA) : I410-ECN-0101-2014-300-003014397