| 台湾政党连任中胜负双方竞选广告策略比较研究; Comparative study on campaign advertising strategies of winners and losers in Taiwan "political leader" election | |
| 莫莉 ; 黄合水 | |
| 2014-04-10 | |
| 关键词 | 竞选广告 攻防对抗 信息策略 Campaign advertising Confrontation strategy Information strategy |
| 英文摘要 | 在台湾五届地区领导人直选中,有两届为在任者赢得选举而连任。研究尝试通过对比胜负双方的广告策略,来探析在这种环境下可能的成功广告策略及其对选举产生的影响。基于320则报纸竞选广告的分析发现,在任者的竞选广告特点是:较少负面攻击;重点讨论少量议题并以“贪腐“为重;广告主要投放台湾《中国时报》且多用第三方署名。挑战者的特点为:倚重负面攻击;讨论的议题多样化,并重视形象塑造;广告主要投放《自由时报》且多以候选人署名。研究就广告策略呈现差异的可能性原因及如何影响选举进行了讨论。; In all five direct "presidential" elections in Taiwan, incumbents re-elect successfully in two.This research tries to explore possible effective ad strategies and influences by comparing winners and losers' ad strategies.Analysis based on 320 newspaper advertisements shows winners used less negative ads; discussed just a few issues and highlighted corruption issue; put more ads on Chine Times and had ads bylined by others rather than candidates.Challengers who lost election used more negative ads; discussed variety of political issues and established images; put more ads in Liberty Times with most bylined by candidates.This article discusses possible reason and influences of these strategies.; 黄合水主持的国家社科基金课题“台湾政治广告研究”(10BXW033)的阶段性成果 |
| 语种 | zh_CN |
| 内容类型 | 期刊论文 |
| 源URL | [http://dspace.xmu.edu.cn/handle/2288/122306]  |
| 专题 | 新闻传播－已发表论文 |
| 推荐引用方式 GB/T 7714 | 莫莉,黄合水. 台湾政党连任中胜负双方竞选广告策略比较研究, Comparative study on campaign advertising strategies of winners and losers in Taiwan "political leader" election[J],2014. |
| APA | 莫莉,&黄合水.(2014).台湾政党连任中胜负双方竞选广告策略比较研究.. |
| MLA | 莫莉,et al."台湾政党连任中胜负双方竞选广告策略比较研究".(2014). |
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