每逢選舉期間，報紙、電視、網路、街道上總是充滿各個候選人的競選廣告，然而在大眾的印象中，台灣的競選廣告總是如同災難般地缺乏美感，不過，從2014年開始有些候選人逐漸推出有別以往的廣告設計，這讓競選廣告的美學於社群或新聞中備受討論，並掀起了一場政治美學的革命。但是競選廣告的相關研究卻沒有跟上這股趨勢，聚焦探討負面攻擊內容、名人代言效果、跨國競選廣告比較等，甚少人著重於視覺美學在競選廣告中的效果，因此，本研究將使用藝術注入效果 (art infusion) 之觀點，嘗試解釋廣告注入美學對候選人知覺、態度與投票意願的影響，並將高美學區分為涉及藝術感或是設計感，共進行兩項實驗。
實驗一為單因子實驗設計（美學程度：高美學藝術感 vs. 高美學設計感 vs. 低美學）；實驗二為2（美學程度：高 vs. 低）× 2（空白空間：多 vs. 少）的二因子實驗設計，分別透過3種與4種情境，了解廣告美學如何影響選民對於候選人的感知高尚、態度與投票意願。研究結果發現：(一)高美學廣告（無論是藝術感或設計感）相較於低美學廣告，能夠喚起候選人的感知高尚和感知專業；(二)感知高尚與感知專業會中介廣告美學對候選人態度的正向效果；(三)候選人態度會中介廣告美學對投票意願的正向效果；(四)多空白空間廣告相較於少空白空間廣告，能夠喚起候選人的感知高尚和感知專業，進而提升候選人態度。
本研究聚焦於競選廣告美學的效果，填補過去較少研究的方向，並擴展藝術注入效果的使用情境與內涵，對於相關研究具有理論貢獻；在實務方面，建議競選團隊可將廣告製作成偏向設計感或是藝術感的風格，當競選廣告的美學提升，選民就會對候選人有較高的感知高尚和專業，並擁有較佳的態度，甚至會願意投票給他。

During the election period, we always have access to a large number of political advertisements in the newspapers and on TV, the internet, and the streets. Many people have the impression that Taiwan’s political advertising always lack beauty. However, some candidates have introduced advertisements with aesthetic designs since 2014. This made the aesthetics of political advertising discussed in social media and news media and had brought about a revolution in political aesthetics. Nevertheless, the related research on political advertising has not kept up with this trend; few scholars have investigated the effect of visual aesthetics in political advertising. Therefore, the current study intends to use the art infusion effect to explain the influence of aesthetic infusion in political advertising on the perceptions of the advertised candidates, voters’ attitudes toward the candidates, and intentions to vote for the candidates. It also differentiated the effects of high aesthetics caused by art and design elements.
Two experiments were conducted in this study. The first experiment was a one-factor design (aesthetics: high aesthetics caused by art vs. high aesthetics caused by design vs. low aesthetics). The second experiment was a 2 (aesthetics: high vs. low) × 2 (white space: more vs. less) factorial design. The results showed the following findings. (1) No matter caused by art or design elements, high (vs. low) aesthetic advertising improved voters’ perceptions of candidate sophistication and professionalism. (2) Perceptions of candidate sophistication and professionalism would mediate the positive effects of advertising aesthetics on voters’ attitudes toward the candidates. (3) Voters’ attitudes toward the candidates would mediate the positive effect of advertising aesthetics on voting intentions. (4) More (vs. less) white space in advertising increased the perceived sophistication and professionalism of the candidates and thus improved voters’ attitudes toward the candidates.
This study focuses on the effects of political advertising aesthetics, filling the gap in previous research. It also expands the use context and connotation of art infusion effects and provides theoretical contributions to related research. For practitioners, the findings suggest that campaign teams should create political advertisements with art or design elements to add the aesthetics of advertisements. When the aesthetics of political advertisements are improved, voters will have better perceptions of candidate sophistication and professionalism and have better attitudes and voting intentions toward the candidates.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
圖次 viii
表次 ix
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 3
第三節、研究問題 6
第四節、研究目的 7
第二章、文獻探討 8
第一節、競選廣告 8
第二節、美學 10
第三節、藝術注入效果 12
一、藝術注入效果之定義 12
二、藝術注入效果之起源 12
三、藝術注入效果之相關研究 13
第四節、感知高尚 16
第五節、空白空間 18
第三章、研究架構與假說推論 20
第一節、研究架構 20
第二節、研究假說 20
第四章、實驗一 27
第一節、研究方法 27
一、樣本與實驗設計 27
二、實驗刺激與前測 28
三、實驗程序 32
四、變數衡量 33
第二節、分析結果 36
一、研究樣本組成 36
二、變數之平均數、標準差及量表信度分析 37
三、操弄性檢驗 38
四、控制變數之檢定 40
五、假說驗證 41
六、討論 47
第五章、實驗二 49
第一節、研究方法 49
一、樣本與實驗設計 49
二、實驗刺激與前測 50
三、實驗程序 56
四、變數衡量 57
第二節、分析結果 60
一、研究樣本組成 60
二、變數之平均數、標準差及量表信度分析 62
三、操弄性檢驗 63
四、控制變數之檢定 64
五、假說驗證 65
六、討論 79
第六章、結論與建議 82
第一節、研究發現 82
第二節、研究意涵 84
一、理論意涵 84
二、實務意涵 88
第三節、研究限制及未來研究方向 92
參考文獻 96
附錄 111
附錄一：前測一問卷 111
附錄二：實驗一問卷 117
附錄三：前測二問卷 124
附錄四：實驗二問卷 131

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