CAJ | 학술논문

本文梳理归纳了负面竞选广告相关研究的切入角度和结论，总结存在的分歧，指明未来研究的方向。综述发现，负面竞选广告研究大都基于西方文化背景和传统媒体，广告的使用受到候选人在任与否、民意支持度、所属政党、竞选阶段和文化的影响；广告发挥了候选人所预期的效果，但也可能产生反弹效果。此外，负面竞选广告对政治参与是促进还是抑制作用，已有研究结果尚存分歧。
본문소리귀납료부면경선엄고상관연구적절입각도화결론，총결존재적분기，지명미래연구적방향。종술발현，부면경선엄고연구대도기우서방문화배경화전통매체，엄고적사용수도후선인재임여부、민의지지도、소속정당、경선계단화문화적영향；엄고발휘료후선인소예기적효과，단야가능산생반탄효과。차외，부면경선엄고대정치삼여시촉진환시억제작용，이유연구결과상존분기。
This study tries to fill the blank and provide foundation on Taiwan political election and ecology, summarizing divergences and making suggestion for future research. Results show that prior studies were mostly based on traditional media in western culture. The use of negative advertising is influenced by whether a candidate is incumbent, candidate＇s supports reflected by polls, the party candidate belongs to, stages of campaign and culture. Negative advertising may work as the candidate expects, and may evoke rebound effects as well. Researchers do not reach an agreement on whether negative advertising mobilize or demobilize voters.