台湾政党轮替中执政与在野双方竞选广告策略比较

Comparative Study on Campaign Advertising Strategies of Incumbent and Challenger in Election Leading to Ruling Parties Rotation in Taiwan

在台湾五届“总统”直选中，2000和2008年两届为在野党获胜而实现政党轮替的两次选举。本研究分析了两届选举中的447则报纸竞选广告，以探析双方策略差异和对胜败可能造成的影响。结果发现，败选方竞选广告具有如下特点：仅在2个议题上广告占优势，较多利用理性诉求，重视形象塑造；胜选在野方的特点是：在10个议题上广告占优势，较多政党署名。

In Taiwan ＂presidential＂ elections in 2000 and 2008, both incumbent parties were defeated and led to transition of political parties. This research, based on 447 pieces of campaign advertisement on newspaper in the two elections, tries to explore campaign strategies of both sides and their possible effects. Results show that incumbent party which lost the election adopts advertising strategies as following： concentrating on two topics, preferring rational appeal, and making great effort to build a good image; while challenging party which won the elections talked about 10 topics in ads and used more ads bylined by the party.