選舉宣傳片的訴求類型與廣告表現對投票結果的影響——以2017 及2021 年澳門立法會選舉為例

This paper uses qualitative comparative analysis to analyze the multi-conditional configurations of the promo videos for the two Macao Legislative Assembly elections in 2017 and 2021. The results show that the best persuasive effect is achieved when the promo videos are combined with the diversity of candidate images and camera editing techniques as the core elements and the diversity of appeal strategies as the supporting elements. The patriotic camp’s candidates’ videos portrayed the candidates as conservative and error-free, as well as friendly and moderate, experienced and capable, and with moral integrity; while the centrist camp focused on the innovative image of the candidates. Different candidate groups should focus on different elements of publicity for their own audiences, so that the publicity film can achieve a better persuasive effect.