The effects of nonverbal content in political spot advertisements: The interaction of candidate visual presentation and verbal appeal type.
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TextDescription: 148 pISBN: 0493274022Subject(s): Language, Rhetoric and Composition | Mass Communications | Business Administration, Marketing | Political Science, General | 0681 | 0708 | 0338 | 0615Dissertation note: Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 2001. Summary: Previous research examining the effects of political spot advertising has focused on differences in the verbal content of ads. In contrast, this study investigated the effects of variations in both the nonverbal and the verbal content of ads on viewers' responses to candidates. Actual campaign ads were used to instantiate differences in the degree to which candidates were seen and heard (nonverbal presence) and the type of verbal appeal used (an appeal to the candidate's agenda versus an appeal to the candidate's record of accomplishments). The effects of these variations on beliefs about the personal attributes of candidates, attitudes toward the candidates, and attitudes toward the ads were explored in a 2 (nonverbal presence: high/low) x 2 (verbal appeal type: agenda/record) experimental investigation. A multiple message design was employed, so that a number of ads (from 11–33) were used to represent each experimental condition.Summary: The results indicate that individuals are more confident in their beliefs about candidates when they have ample opportunity to see and hear the candidate. The findings also demonstrate that appeals based on a candidate's record of accomplishments are more effective than appeals based on a candidate's agenda. In addition, a pattern of dependable interactions was observed which suggests that when candidates do appeal to voters based on their agenda, viewer responses are more favorable when the candidate nonverbal presence is high. Finally, the findings support the view that, contrary to conventional wisdom, variations in verbal content have more influence on viewers' responses to candidates than do variations in nonverbal content. The results argue for further study to account for these findings and to explore effects due to the specific manner in which the candidates are presented nonverbally.
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| 電子資源 | 世新大學圖書館 電子資源 | 電子資源(限館內閱覽) | ER (Browse shelf) | Not for loan | EB000417 |
Source: Dissertation Abstracts International, Volume: 62-06, Section: A, page: 2099.
Adviser: David L. Swanson.
Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 2001.
Previous research examining the effects of political spot advertising has focused on differences in the verbal content of ads. In contrast, this study investigated the effects of variations in both the nonverbal and the verbal content of ads on viewers' responses to candidates. Actual campaign ads were used to instantiate differences in the degree to which candidates were seen and heard (nonverbal presence) and the type of verbal appeal used (an appeal to the candidate's agenda versus an appeal to the candidate's record of accomplishments). The effects of these variations on beliefs about the personal attributes of candidates, attitudes toward the candidates, and attitudes toward the ads were explored in a 2 (nonverbal presence: high/low) x 2 (verbal appeal type: agenda/record) experimental investigation. A multiple message design was employed, so that a number of ads (from 11–33) were used to represent each experimental condition.
The results indicate that individuals are more confident in their beliefs about candidates when they have ample opportunity to see and hear the candidate. The findings also demonstrate that appeals based on a candidate's record of accomplishments are more effective than appeals based on a candidate's agenda. In addition, a pattern of dependable interactions was observed which suggests that when candidates do appeal to voters based on their agenda, viewer responses are more favorable when the candidate nonverbal presence is high. Finally, the findings support the view that, contrary to conventional wisdom, variations in verbal content have more influence on viewers' responses to candidates than do variations in nonverbal content. The results argue for further study to account for these findings and to explore effects due to the specific manner in which the candidates are presented nonverbally.
School code: 0090.
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