| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 100 === This research makes a study on the newspaper ads of the presidential election, It uses the content analysis to analyze and explore the advertisers, election issues, advertising types, advertising appeals, specific images and other categories which produce the changes and strategy combinations in different election years.
The study shows the following results that the opposition party pays more attention to counter criticism than the ruling party, the opposition party emphasizes more on attacking the opponent than the ruling party, the opposition party shows more concern to mobilize the masses than the ruling party, the opposition party pays more attention to the calls for support than the ruling party, the opposition party focuses more on positive ads than the ruling party, the opposition party emphasizes more on negative ads than the ruling party, the proportion of negative ads for the presidential election in Taiwan is gradually increasing, the campaign ads showing the mix of reason and motion can be more valued by the advertisers, candidates recommended by political parties will choose the media that is close to their own properties, and the candidates recommended by political parties will prefer the comparative ads.
As for the media advertising, the annual advertising in 2000 is the most. The quantity of the ad is nearly the same in the Liberty Times and United Daily News. The advertisers who are the candidates of political parties have the most ads published. The ads published by the opposition party are more than those by the ruling party. The KMT ads published in a number of more than the DPP. The election issue calls for support are the most. The types of ads are the most in positive advertising. The advertising appeals to the emotional demands are the most. A particular image which can be seen up to the maximum is the coexistence of the candidates and non-candidates.
|
|---|
