查詢結果分析
來源資料
頁籤選單縮合
題 名 | 1995年三屆立法委員選舉政黨報紙競選廣告訊息與媒體策略分析=Analysis of Political Parties' Strategies of Newspaper Advertising in Legislators Election of Taiwan, 1995 |
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作 者 | 鄭自隆; | 書刊名 | 選舉研究 |
卷 期 | 3:2 1996.11[民85.11] |
頁 次 | 頁1-32 |
分類號 | 572.35 |
關鍵詞 | 競選廣告; 1995年立委選舉; 國民黨; 民進黨; 新黨; Political advertising; Legislators election; Komingtang; KMT; Democratic progressive party; DPP; Chinese new party; CNP; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究係以內容分析法分析1995年台灣立法委員選舉,三黨(國民黨、民進黨、新黨)黨中央刊登之報紙廣告訊息策略,此外並根據三黨提供媒體刊登表分析三黨之媒體策略。 研究結果發現── 在報紙廣告量方面,國民黨最多,民進黨次之,新黨最少。在訊息策略,國民黨的報紙廣告主要在攻擊對手,其主題展現也是負面的,然而在廣告中並沒有提出具體解決方案,也無指出支持該黨的利益點;在媒體選擇方面,國民黨面面俱到,甚至發行量甚低的報紙也作公關性的發稿,但是不登聯合報系的報紙。在媒體排期方面,廣告全部集中在法定競選活動期間密集刊登。 民進黨的報紙廣告以形象塑造為主,其主題展現以正面居多,廣告設計元素豐富性高,然而在廣告中亦沒有具體提出解決方案,以吸引選民。媒體排期採均等方式,媒體只選擇兩大報系與本土性報紙,不登官報與(國民黨)黨報。 新黨報紙廣告以攻擊對手與塑造形象為主,在媒體排期方面,大部份集中在法定競選活動期間刊登,媒體集中使用兩大報系,尤其偏愛聯合報與聯合晚報。 |
英文摘要 | A study of strategies of newspaper advertising operated by three main political parties, Komingtang(KMT) , Democratic Pro-gressive Party(DPP) and Chinese New Party(CNP), in the 1995 leg-islators election of Taiwan was conducted, in which message perfor-mances including themes, visual factors and copy writing skill as well as media strategies, scheduling and vehicle selecting, were ex-amined. The study found that ── The main content of KMT's advertisments was the negatives. KMT tried to attack the other parties by advertising, but the visual and copy writing skill were poor. KMT also failed to present selling propositions in advertisements. In vehicle selecting, KMT used many kinds of newspapers to carry advertisements, but the newspa-pers of United Daily Group were excluded. In scheduling strategy, KMT launched all of the advertisements in the period of eleven days before the day of voting. The focus of DPP's advertising was the rebuilding of image, from sadness to happiness. With excellent visualization , yet the copy didn't stress a major idea clearly and didn't emphasize the voter's ultimate benefit──the needs of safety. DPP took a tactics of steady media scheduling and it limited on the vehicle selecting, in which no government-owned and KMT-owned newspapers were used. The tactics of CNP's advertising are image building and attack-ing opposers, KMT and DPP. Only the newspapers of United Daily Group and China Times Group were used to put out advertisements. Among these newspapers, CNP prefered the United Daily News and the United Evening News. It testified to the 'effect of context', namely a ideological matching between advertiser and media. |
本系統中英文摘要資訊取自各篇刊載內容。