台湾地区领导人选举中的竞选广告特点研究

On Characteristics of Campaign Advertising in Elections in Taiwan

作为政治传播的一个重要组成,台湾竞选广告在选举中起到重要作用。通过对855则报纸竞选广告进行内容分析,可以发现台湾地区领导人选举中的竞选广告受到西方竞选广告制作规律和中华文化的双重影响,同时也反映了台湾的社会现实,呈现如下特点:议题广告多于形象广告;候选人品行以及两岸、经济和社会等议题是竞选广告的主要话题;负面广告是台湾报纸竞选广告的主流形式,主要攻击内容为候选人品行;情感诉求重于理性诉求;候选人署名的竞选广告少于非候选人署名的广告。

Campaign advertising, as a main branch of political communication, plays an important role in elections in Taiwan. This research, based on content analysis of 855 campaign advertisements on newspapers, finds out campaign ad- vertising in Taiwan is influenced by both experiences of western campaign advertising and Chinese culture, and reflects Tai- wan society. There are several characteristics. First, issues are more frequently stated than image. Secondly, main topics of advertisements include candidates＇ morality, issues on cross-strait relations, economics and society. Thirdly, negative advertising is the main form, and candidates ＇ morality appears to be the object of attacking. Fourthly, emotional appeal is used more frequently than rational appeal. And lastly, advertisements are more bylined by others rather than candidates.