The concept of environment friendly demonstrated on government laws and many products is so popular, not only green marketing and green advertising. In this study, a cell phone which has environment-friendly orientation is the main focus in green advertising. Attribute framing is the way of showing message in advertising, and economic chain is described as the content of message. Then, investigating the impact of attribute framing and economic chain on advertising effects, and advertising effects are measured by memory, attitude toward advertising and purchase intention. The research adopts 2x3 mixed experimental designs; each scenario contains positive and negative framing message of attribute framing, and three levels of economic chain: production, usage and waste. Samples were selected from 3 universities and 2 companies in Kaohsiung. The final samples are 219. The results are as follows, attribute framing has significant effects on memory and attitude toward advertising, and positive framing has better score than negative one, but purchase intention is not influenced. Three levels of economic chain do not influence advertising effects. Attribute framing and economic chain have no interaction effect on advertising effects. Advertising appealing to environment friendly, no matter what framing it takes, consumers have positive attitudes toward the advertising, but using positive framing message is a better way. Consumers having positive attitudes toward three levels of economic chain show that they not only do not focus on any level, but have good feeling about information disclosure on environment-friendly products. Hence, an enterprise should pay attention to extended producer responsibility, and enhance the improvement on environment friendly through product life cycle assessment.

The purpose of this dissertation was to analyze the susceptibility of capital budgeting decisions to bias. Based on the political nature of many of these decisions, attribute framing effects were analyzed in a capital budgeting decision context. Specifically, two independent variables were analyzed: accounting data and attribute frames. This research proposed that attribute framing effects would be conditional on the nature of the accounting data being considered. When the accounting data elicited a positive or negative evaluative reaction, attribute frames were expected to be unobtrusive to capital budgeting decisions. However, when the accounting data was neutral, eliciting an ambiguous evaluative reaction, attribute frames were predicted to bias these decisions. An experiment was conducted that considered the issue across two types of capital budgeting decisions: accept/reject decisions (dichotomous decision) and strategic alliance judgments (monetary allocations). Experimental findings strongly support the predicted relationships. These results suggest that persuasive descriptions are not effective in capital budgeting contexts when accounting data provides a clear picture as to the investment's future success; however, these tactics may be vitally important when accounting information is unclear about the investment's future success. / Ph. D.

Master of Science / Department of Journalism and Mass Communications / Joye C. Gordon / This experimental research adopts a typology of frames by Levin, Gaeth, and Schneider (1998) and seeks to a) determine what combination of attribute and goal frames produces the strongest effect on vaccination behavior; b) ascertain to what extent personal relevance of vaccination moderates this framing effect; and c) explore how individual pre-existing characteristics, such as recent vaccination history, vaccine risk perception, vaccine dread, and general attitude toward vaccination influence the persuasive power of framed messages. The study, designed as field experiment 2 (+/- attribute frame) x 2 (+/- goal frame) x 2(involvement), recruited 476 adult female participants that were exposed online to four experimental framing manipulations and a control condition. The main effect is consistent with the typology of frames — the combination of the positive attribute and the negative goal frame was the only condition that was significantly more persuasive than the control condition. Participants who had children or were pregnant, for whom vaccination was more relevant and meaningful, have not reacted to message framing differently. However, general pre-existing attitudes towards vaccines, perception of vaccine safety, perception of vaccine efficacy, vaccine dread, and vicarious experience with vaccine side effects, appear to be associated with antecedents of vaccination behavior. Overall, this study has focused on ecological validity,aiming at the applicability of framing theory in the context of health communication.

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Nyhetsmedia har en stor påverkan på samhället, det är till dem vi med största sannolikhet vänder oss till när en stor händelse drabbar oss. Under de senaste åren har nyhetsmedia fått motstå kritik för hur de särbehandlar olika fall och händelser beroende på vem gärningsmannen är. Vi ville utforska om det faktiskt stämde att vita gärningsmän blir klassificerade som psykisk sjuka, när icke-vita gärningsmän blir beskrivna som terrorister. Genom att fokusera på representation, gestaltningsteorin och attributdagordningen utfördes en multimodal analys på Aftonbladets och Dagens Nyheters rapportering kring händelsen i Trollhättan respektive Drottninggatan. Målet var att se om det fanns några tendenser för särbehandling vid rapporteringen och porträtteringen av gärningsmän och deras dåd. Studien gav inte några definitiva resultat, däremot lade vi bland annat märke till att det fanns nyanser i artiklarna som kunde peka på särbehandling. Vi märkte bland annat att porträtteringen av gärningsmännen skilde sig drastiskt, när Rakhmat Akilov beskrivs som den invandrade brutala gärningsmannen med IS-sympatier, gestaltas Anton Lundin Pettersson som den tillbakadragne, svenska killen som tyckte om hårdrock OCH Nazityskland. / The influence news media has on society is huge, we most certainly turn to the news media whenever a big event affects us. For the last couple of years critique has been directed towards the news media concerning the coverage of crime and how some cases get special treatment depending on who the perpetrator is. We wanted to investigate if it actually is true that white criminals get described as ‘mentally ill’, while non white criminals are categorized as ‘terrorists’. By focusing on representation, the Attribute framing theory and the Framing theory, we did a multimodal analysis on the Swedish newspapers Aftonbladet's and Dagens Nyheter’s coverage of the events in Trollhättan and at Drottninggatan. Our goal was to distinguish if there actually are any tendencies for special treatment while covering a case and portraying a perpetrator within the news media. With this study, we weren’t able to come to any conclusions, but the study did show that there were some nuances which pointed towards special treatment in the news articles. For instance we discovered that there were some differences in the portraying of the perpetrators; while Rakhmat Akilov was described as the immigrating veil criminal who shared sympathies with ISIS, Anton Lundin Pettersson was portrayed as the shy guy from Sweden who was passionate about metal AND Nazi Germany.