Yu-Kang Lee

ABSTRACT Today, more women are seeking public office in elections at all levels. Studies have thus drawn attention to the use of political advertising by female candidates. In the current research, we explore the persuasion effects of gender stereotypes. Gender stereotypes are proposed to be either an asset or a liability depending on the particulars of campaign theme and advertising style. Through two experiments (with samples of 281 and 270 eligible voters, respectively), participants made inferences about unfamiliar candidates based on stimuli manipulated in the ad. Campaign theme was manipulated in the contexts of candidates' gendered personality traits and issue domain. Administration of the experiments was performed via a shopping mall intercept method. The experimental results indicated that congruity between candidate gender and campaign theme would enhance a positive political ad. Female candidates showing 'feminine' traits, or focusing on 'soft' issues, could encourage voters' favourable evaluations and increase their voting intention. Conversely, it was more advantageous for men to campaign with a focus on 'masculine' traits or 'hard' issues. However, when resorting to an attack ad, the opposite patterns held true: i.e. complementarity between candidate gender and campaign theme enhanced persuasion in advertising. This study concludes by discussing political advertising strategies for female candidates in a seemingly male-dominated political sphere.

The Third Way started as an Anglo-American ideological and political venture. It was soon followed by major European leaders, among other worldwide government heads of state, who sought to emulate the result of a high command of electoral support and a resolution to the consequences of globalisation. Despite criticism by academics and commentators for having lack of content and substance, the Third Way appeared to be rather successful in recruiting allies, especially among Western democracies. Unlike other nations in East Asia, Taiwan is involved with this arguably prominent political project of the 21st century.The New Middle Way is not only the political idea that seemingly pushed Chen Shui-bian into office, but also appears to be the ideological foundation of his governance. This paper focuses on the political language of Chen in order to analyse and comprehend the implications of the New Taiwan Middle Way. One way to understand Chen's New Middle Way is to look into the language of the DPP, particularly of Chen. To get behind the rhetoric and decode the factual meanings of the discourse, a wide range of political speeches and texts are examined. By examining the New Taiwan Middle Way, we not only gain a different perspective on…

... Effects of message framing, vividness congruency and statistical framing on responses to charity advertising Chun-Tuan Chang and Yu-Kang Lee National Sun Yat-sen University Having ... 1999;Hannah & Cafferty 2006; Chang 2007a, 2007b; Chong & Druckman 2007). ...

The Third Way started as an Anglo-American ideological and political venture. It was soon followed by major European leaders, among other worldwide government heads of state, who sought to emulate the result of a high command of electoral support and a resolution to the consequences of globalisation. Despite criticism by academics and commentators for having lack of content and substance, the Third Way appeared to be rather successful in recruiting allies, especially among Western democracies. Unlike other nations in East Asia, Taiwan is involved with this arguably prominent political project of the 21st century.The New Middle Way is not only the political idea that seemingly pushed Chen Shui-bian into office, but also appears to be the ideological foundation of his governance. This paper focuses on the political language of Chen in order to analyse and comprehend the implications of the New Taiwan Middle Way. One way to understand Chen's New Middle Way is to look into the langu...

I examined message appeal in green policy communication by clarifying the moderating roles of environmental hyperopia and individual differences in environmental locus of control. The results suggested that a guilt appeal had a greater effect in 2 conditions, that is, when a global issue was promoted to consumers with an external locus of control, or when a local issue was promoted to consumers with an internal locus of control. Guilt appeals were no more effective than nonguilt appeals when a local issue was presented to individuals with an external locus of control. The guilt appeal backfired in that, when a global issue was promoted to individuals with an internal locus of control, the nonguilt appeal was more persuasive than the guilt appeal. Implications for researchers, nonprofit marketers, and public policymakers are discussed.

Lottery advertising is focused on fantasies of winning which may mislead the general public. As a result, there could be severe social impacts with mounting lottery sales. In this study, conducted in Taiwan, it was found that lottery purchase is contingent on not only demographic and socioeconomic variables, but also on effects of lottery advertising. There are greater influences of lottery advertising on people who purchase lottery tickets than on those who do not. There is strong convergence between purchase behavior and attitudes, highlighting a correspondence between positive attitudes towards lottery advertising and a high level of engagement in lottery purchase. Socioeconomic status also has an effect on reaction to lottery advertising and may further perpetuate social inequality. The results validate ongoing criticism that lottery advertising is more influential on individuals with lower incomes and schooling.

Giving to charities takes two major forms: time and money. In this study the authors explored whether donors/nondonors can be distinguished using demographic, socioeconomic, and psychographic variables suggested by literature across disciplines. Data were collected through a large-scale telephone survey in Taiwan. The results indicate that determinants affecting volunteering are mostly intrinsic while those for monetary donations are mostly extrinsic. Additionally, educational attainment and income are useful to explain and predict monetary donation amounts. Major differences between our results and previous findings in Western countries are drawn and fund-raising strategies discussed.

... The paper concludes by discussing its methodological limitations and opportunities for futureresearch. ... of lottery games in contemporary Taiwan followed by the empirical study, which is ... of the Taiwanese government in recent years caused by the increasing demand of various ...

... Effects of message framing, vividness congruency and statistical framing on responses to charity advertising Chun-Tuan Chang and Yu-Kang Lee National Sun Yat-sen University Having ... 1999;Hannah & Cafferty 2006; Chang 2007a, 2007b; Chong & Druckman 2007). ...