A Study of Political Advertising of the 2004 Taiwanese Presidential Election

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Title:	A Study of Political Advertising of the 2004 Taiwanese Presidential Election
Author:	Lee, Chung Hsien
Description:	This study focuses on the newspaper and TV ads in the 2004 Taiwanese presidential election campaign. The purpose of this study is twofold: (1) to analyze what are the most observed themes in the advertisements of the 2004 Taiwan presidential campaign; (2) to examine what are the differences between the candidates of the two parties (the Kuomintang Party and the Democratic Progressive Party) among those observed themes in relation to the use of different campaign strategies (incumbent and challenger style, issue and image appeal, positive and negative ads). The study found that a total of five themes existed in the ads: “change”, “competence”, “honesty”, “race integration”, and “plebiscite”. Furthermore, the Kuomintang Party preferred to use challenger style, issue appeal, and negative ads. However, the Democratic Progressive Party placed an emphasis on incumbent style, image appeal, and positive ads.
Permanent Link:	http://rave.ohiolink.edu/etdc/view?acc_num=akron1146531212 http://hdl.handle.net/2374.OX/3403
Date:	2006

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