공격적 정치광고의 효과에 영향을 미치는 변인들의 관계에 관한 연구

초록

This study investigated the relations of the variables influencing the effect of negative political advertising. And based on the relations of the variables influencing the effect, this study suggested a model of the effect of negative political advertising and tested its fitness to the date. The hypotheses and research findings about the relations of the variables influencing the effect of negative political advertising are as following. Firstly, it was hypothesized that ethical judgments of the advertisement(ad) would be influenced by attackness of the ad and pre-attitude toward the candidate. The findings demonstrated support for the above hypotheses. And it was hypothesized attitude toward the ad would be influenced by ethical judgments of the ad and pre-attitude toward the candidate. The findings supported the hypothesis about the influence of the ethical judgements of the ad on attitude toward the ad. However the influence of pre-attitude toward the candidate on attitude toward the ad was partly supported. And also it was hypothesized that attitude toward the candidate would be influenced by ethical judgments of the ad, attitude toward the ad and political interest. The findings partly supported the hypotheses about the influence of ethical judgments of the ad and attitude toward the ad on attitude toward the candidate. However, the influence of political interest on attitude toward the candidate was not supported at all. Finally research models were assessed using the goodness of fit indexes(χ 2/df, GFI, AGFI, NNFI, NFI, RMR). Overall, the results of goodness of fit test showed that the research models were resonable fit to the data.