A Study Of Taiwan Campaign Advertising

This study explored newspaper campaign advertising in 2000 and 2004 Taiwan "Presidential" Election by adopting content analysis approach. The research got some findings as follows:①The absolute number of Campaign ads was large, whereas it fell sharp in 2004. Lian Zhan's ads were the most, major of which were whole and half pages.②Advertising visual expression focused on campaign symbols and candidate pictures, on the contrary, party symbols were not as popular as before.③The difference between different candidates' advertising Media was obvious. Lian-Zhan weighed on Qin-Lv media obviously compared with Chen-Shuibian weighed on Qin-Lan media slightly in 2000, but this trend went to the opposite in 2004.④The core themes of the ads focused on attacking the opponents, secondly, projecting candidates' own images, with the forenotice as the major subordinate theme. Chen-Shuibian lessened subordinate themes prominently; however Lian-Zhan's subordinate themes seized a bigger percentage.⑤Projecting images mainly by showing candidates' own personality, secondly by building the atmosphere of a sure success. Lian Zhan's image was rather ambiguous compared with Chen-Shuibian and Song-Chuyu's. Different candidates' image information source varied.⑥Campaign policies were multiplex and economic came out top, furthermore, both candidates adjusted their policy strategies in 2004 "Presidential" Election, moreover Lian-Zhan's policies were all-around, in addition, Chen-Shuibian's emphasis was clear.⑦The negative ads dominated a smaller percentage , and yet two candidates were not the same, mostly attacked opponents personal, secondly policies, and attacking policies is on the rise.⑧The amount of disproving ads was comparatively small, mostly anonymous.⑨Party characteristics shared less in 2004 campaign advertising.