서체-이념 유창성이 정치 캠페인 설득력과 정치 참여 의도에 미치는 영향 -정치 이념의 조절효과를 중심으로- = The Impact of Typeface-Political Ideology Fluency on Political Campaign Persuasiveness and Participation Intentions -The Moderating Role of Political Ideology-

다국어 초록 (Multilingual Abstract)

We examine the impact of typeface and political ideology on campaign persuasiveness and political participation intentions, focusing on the mediating role of processing fluency. To test this, we conducted a moderated serial mediation analysis, examining the interaction between typeface (serif vs. sans-serif) and political ideology (conservative vs. liberal). The results show that in conservative messages, serif typefaces enhanced perceived processing fluency compared to sans-serif typefaces, which, in turn, positively influenced campaign persuasiveness and increased political participation intentions. Our study provides evidence that typefaces play a role beyond mere visual elements in political communication design, influencing campaign persuasiveness through processing fluency. Practically, it suggests that typeface selection can contribute to ideological consistency in political branding, thereby strengthening the strategic design of political campaigns.