台湾研究集刊
檯灣研究集刊
태만연구집간
Taiwan Research Quarterly
2010年
2期
30~41
,共null页
台湾地区领导人竞选 竞选广告 负面广告
檯灣地區領導人競選 競選廣告 負麵廣告
태만지구령도인경선 경선엄고 부면엄고
leader election campaign of Taiwan, political advertising, negative advertising
本文研究了2000--2008年三次台湾地区领导人竞选中，国民党和民进党的竞选广告。目的是分析同民党和民进党两党在三次竞选中的竞选策略变化，印证现代竞选广告的一般规律，考察台湾竞选生态。结果表明，台湾竞选广告基本遵循了现代竞选广告的一般规律，但是台湾报纸竞选广告数量呈现下降趋势，与现代竞选活动中对广告的重视程度相矛盾；对负面广告的运用虽然更加慎重，但其仍是主要的广告类型。最后结合台湾地区的政治环境和政党特征对结论讲行了讨诊，
本文研究瞭2000--2008年三次檯灣地區領導人競選中，國民黨和民進黨的競選廣告。目的是分析同民黨和民進黨兩黨在三次競選中的競選策略變化，印證現代競選廣告的一般規律，攷察檯灣競選生態。結果錶明，檯灣競選廣告基本遵循瞭現代競選廣告的一般規律，但是檯灣報紙競選廣告數量呈現下降趨勢，與現代競選活動中對廣告的重視程度相矛盾；對負麵廣告的運用雖然更加慎重，但其仍是主要的廣告類型。最後結閤檯灣地區的政治環境和政黨特徵對結論講行瞭討診，
본문연구료2000--2008년삼차태만지구령도인경선중，국민당화민진당적경선엄고。목적시분석동민당화민진당량당재삼차경선중적경선책략변화，인증현대경선엄고적일반규률，고찰태만경선생태。결과표명，태만경선엄고기본준순료현대경선엄고적일반규률，단시태만보지경선엄고수량정현하강추세，여현대경선활동중대엄고적중시정도상모순；대부면엄고적운용수연경가신중，단기잉시주요적엄고류형。최후결합태만지구적정치배경화정당특정대결론강행료토진，
This study focuses on the newspaper ads of leader election of Taiwan from 2000 to 2008. This research focuses on the changes in strategies employed by the two competing sides the Kuomintang and the Democratic Progressive Party in three ＂presidential＂ election campaigns, aiming to corroborate the general laws of modem political advertising of leader election campaign and study the political ecology of Taiwan. The results indicate that the political advertising of leader election campaign of Taiwan complies with the general laws of modem political advertising of leader election campaign as a whole. However, as opposed to the growing emphasis on advertising in modem election campaigns, the amount of the political advertising of leader election campaign of Taiwan has been manifesting a tendency to decline. On the other hand,the negative advertising hasn＇t diminished but remains to be the dominant type despite the academic controversy on its effects ,which at best leads to a more restrained use of it. The results are discussed in relation to the political environment and the parties＇ characteristics of Taiwan.
