The Study Of Political Campaign Advertising In The 2008 Taiwan President's Election

This research probe the Taiwan presidential election of 2008 and the difference of the contents of campaign advertising appeared in China Times,The Liberty Times, United Daily News,and Apple Daily News that published by the presidential candidates of the Kuomintang of China(KMT),also known as the Chinese Nationalist Party,and the Democratic Progressive Party(DPP).In order to understand the major campaign theme or messages and the campaign tactics announced by the two Parties' presidential candidates,this research should analyze the difference of the election advertisings they published.The purpose of this research is to analyze how the presidential candidates of Kuomintang and Democratic Progressive Party utilize the newspaper as a media to deliver political views and issues to the public during Taiwan President's election campaign in 2008.By publishing election advertising on newspapers,it would enable researchers to analyze the effect of the number of advertising they published,the color and size they used,and the Party label they chose.In additional,it would also enable researchers to probe the trend of political ideology and the effect of how the presidential candidates of two Parties choose different methods of election advertising and different publication time.Meanwhile,the presidential candidates of KMT and DPP adjust the content of election advertising,political views,and campaign tactics in response to the change of both political and economic environment.This research adopts the "Content Analysis." The result of this study proposes the following conclusion:(1)Based on the advertising infrastructure,the election advertisings of the Kuomintang are very diversified;pictures and banners use vivid colors,the usage of Party label and symbol is appropriate and clear.Therefore,the election advertising KMT published is more attractive and more superior to the big layout of Democratic Progressive Party.(2)Media arrangement and the characteristics of each political party are closely related.Because of the difference in publishing time, this research discovers that both KMT and DPP tend to use the method so-called "Concentrating on the Polling Day."(3)In the content of campaign advertising,both the presidential candidates of KMT and DPP exclusively focus on economic issues. Democratic Progressive Party has higher percentage rate of preliminary announcement activities than the Kuomintang.Both major party candidates emphasize on practical issues;the Kuomintang pays more attention on the proposal of political view than Democratic Progressive Party,but Democratic Progressive Party focuses more on creating positive image than the Kuomintang.On the demand tactics, Democratic Progressive Party uses more of the frightened demands to fulfill their desire,and the Kuomintang focuses on attacking Democratic Progressive Party's scandal cases.(4)The election tactics and advertising content used by both the presidential candidates are similar.