台湾地区领导人选举中竞选广告的变化趋势

On Changing Trend of Campaign Advertising in Taiwan ＂Presidential＂ Elections

本研究通过对855N报纸竞选广告进行内容分析，发现自1996年“直选”以来台湾五届地区领导人竞选广告存在如下变化：①议题广告有逐渐增多的趋势，广告越来越强调经济、社会问题、品行等话题；②台湾竞选广告有负面性增强的趋势，两岸关系、贪腐、品行、经验是一直负面攻击广告的主题；③以2004年为分界点，竞选活动告知广告、候选人署名的广告前升后降，而政党署名、使用政党符号的广告则是前降后升。④广告的正负面攻防及理性、感性诉求策略或适当起伏变化，或保持相对稳定。对于这些结果，本文作了分析和讨论。

Based on content analysis of 855 campaign advertisements on newspaper, this research finds out campaign advertising in five Taiwan ＂presidential＂ elections from 1996 to 2012 has changed as the following rules： First, more and more advertisements are concerned on issue. Issues on economics, society and morality are more strongly emphasized; Second, campaign advertising becomes more negative, issues on cross-straits relations, corruption, morality and experiences have always been the topics of attacking; Third, percentage of advertisements on campaign activities or bylined by candidates increases first, then decreases. While percentage of advertisements bylined by Party or with Party symbolism appears conversely, with the year 2004 a dividing point both conditions; Lastly, percentage of positive and negative advertisements, as well as percentage of advertisements with emotional or rational appeals change within limits or appear stably. This research also analyses and discusses based on the results.