Similarities And Differences Of Taiwan "Presidential"Campaign Advertising Strategy Based On Newspaper And TV Ads

This research is to examine the similarities and differences between the Newspaper and the TV campaign advertising strategies in Taiwan’s Presidential Election of from1996to2012with the method of content analysis, choosing855campaign advertisements in the China Times, Liberty Time sand United Daily News and161TV campaign advertisements as research objects. Main research results are as follows:(1) In terms of theme strategy, the two media mainly use themes, with small proportion of images. Both of the media stress on "Public infrastructure and social welfare" and "economic". Instead the newspapers pay more attention on "cross-strait relations". As to the theme of image, both focus on the "personal conduct" to shape the image of a candidate or political party. In addition, there is no campaign informing ad appearing on TV.(2) In terms of confrontation strategy, the newspaper mainly uses positive advertising, with small proportion of attack being used supportively. In the attacks, two media are the main issues to attack themes, supplemented by images. In the attacking methods, two media both focus on direct attack, compared to smaller gap or recessive attack. In addition, no defense ads appear on TV.(3) In terms of appeal strategy, both of them mainly apply rational appeal and the combination of rational appeal and emotional appeal. The newspaper stresses most on the combination of rational appeal and emotional appeal. But its attention to emotional appeals declines year by year. Instead, TV spreads more negative emotions than positive. TV’s fear appeals are more concentrated in the entire "national" big environment.(4) In terms of performance strategy, both media tend to use ordinary people as main characters. These two media use visual symbols of political parties more often. Concerning the form of performance, newspaper pictures tell the main content, TV video has the same function instead. Newspapers rely on the expression of the theme of recent events. On the contrary, TV allows dramatic performances way to express themes.Impact of television can be expanded through the use of multiple languages.