厦门大学学报：哲学社会科学版
廈門大學學報：哲學社會科學版
하문대학학보：철학사회과학판
Journal of Xiamen University(A Quarterly for Studies in Arts & Social Sciences)
2013年
3期
76~85
,共null页
台湾地区 竞选广告 负面广告 信息策略 攻防对抗策略 说服策略
檯灣地區 競選廣告 負麵廣告 信息策略 攻防對抗策略 說服策略
태만지구 경선엄고 부면엄고 신식책략 공방대항책략 설복책략
Taiwan, campaign advertising, negative advertising, information strategy, confronting strategy, convinc-ing strategy
作为政治传播的一个重要组成，台湾竞选广告在选举中起到重要作用。通过对855则报纸竞选广告进行内容分析，可以发现台湾地区领导人选举中的竞选广告受到西方竞选广告制作规律和中华文化的双重影响，同时也反映了台湾的社会现实，呈现如下特点：议题广告多于形象广告；候选人品行以及两岸、经济和社会等议题是竞选广告的主要话题；负面广告是台湾报纸竞选广告的主流形式，主要攻击内容为候选人品行；情感诉求重于理性诉求；候选人署名的竞选广告少于非候选人署名的广告。
作為政治傳播的一箇重要組成，檯灣競選廣告在選舉中起到重要作用。通過對855則報紙競選廣告進行內容分析，可以髮現檯灣地區領導人選舉中的競選廣告受到西方競選廣告製作規律和中華文化的雙重影響，同時也反映瞭檯灣的社會現實，呈現如下特點：議題廣告多于形象廣告；候選人品行以及兩岸、經濟和社會等議題是競選廣告的主要話題；負麵廣告是檯灣報紙競選廣告的主流形式，主要攻擊內容為候選人品行；情感訴求重于理性訴求；候選人署名的競選廣告少于非候選人署名的廣告。
작위정치전파적일개중요조성，태만경선엄고재선거중기도중요작용。통과대855칙보지경선엄고진행내용분석，가이발현태만지구령도인선거중적경선엄고수도서방경선엄고제작규률화중화문화적쌍중영향，동시야반영료태만적사회현실，정현여하특점：의제엄고다우형상엄고；후선인품행이급량안、경제화사회등의제시경선엄고적주요화제；부면엄고시태만보지경선엄고적주류형식，주요공격내용위후선인품행；정감소구중우이성소구；후선인서명적경선엄고소우비후선인서명적엄고。
Campaign advertising, as a main branch of political communication, plays an important role in elections in Taiwan. This research, based on content analysis of 855 campaign advertisements on newspapers, finds out campaign ad- vertising in Taiwan is influenced by both experiences of western campaign advertising and Chinese culture, and reflects Tai- wan society. There are several characteristics. First, issues are more frequently stated than image. Secondly, main topics of advertisements include candidates＇ morality, issues on cross-strait relations, economics and society. Thirdly, negative advertising is the main form, and candidates ＇ morality appears to be the object of attacking. Fourthly, emotional appeal is used more frequently than rational appeal. And lastly, advertisements are more bylined by others rather than candidates.
