In this paper we discuss the electoral behavior of the 7th Legislator Election in single-member districts. The system impacted the election essentially. According to Median Voter Theorem by Anthony Downs, the candidates become imperious to look for support from the median voters rather than the partisans. And the candidates manipulate the elections with moderate campaign strategies. Base on Downs¡¦ theory, in this paper we extended the analysis by considering conditions such as the properties of electoral districts and candidates¡¦ status to clarify the electoral behavior in the election.

This paper is aimed at exploring the theory and process about electoral marketing of political partys, candidates in multimember distric and SNTV system in Taiwan. First, we discuss the features under multimember distric and SNTV system in Taiwan and also try to analyze the theory for electoral marketing which consists of theories about marketing, political commmunication and electoral strategies to offer a basic theory for electoral marketing of political partys and candidates in this paper. In addition, we also construct a research framework for electoral marketing of political partys, candidates in multimember distric and SNTV system in Taiwan by exploring the features under multimember distric and SNTV system in Taiwan and the theory for electoral marketing in this paper. .Second, we also use the observational method, the interview method and the research framework for electoral marketing of political partys, candidates in multimember distric and SNTV system in Taiwan to analyze the electoral marketing of the TSU party and its candidate in the north district in Kaohsiung city for the 2004 legislator election in this paper. Finally, the candidate in this case successes to get the seat for the 2004 legislator election, and the winning key is his electoral marketing. The strategies for his electoral marketing in the first period and the second period are emphasized his personality, profession and the TSU party. The strategies for his electoral marketing in the third period and the final period are emphasized the coordination with the DPP and allocation of votes. By analyzing the theory and the case, we can find a basic framework for electoral marketing of political partys, candidates in multimember distric and SNTV system in Taiwan and it could be possible to win a seat by working with political partys and making a theme for electoral marketing to emphasize the personality and profession of candidates, or to operate ¡§allocation of votes¡¨, including the coordination among political partys and candidates. To sum up, the electoral marketing of political partys, candidates in multimember distric and SNTV system is a process, including political partys, candidates, professinal work-teams, strategies and campaigns for electoral marketing, and voters. It also can show a process for political communication in which political partys, candidates and work-teams may use strategies and campaigns for electoral marketing to address political information to voters and correct strategies and campaigns for electoral marketing from voter¡¦s feedback. In this way, political partys, candidates can give voters what they want and success to win a seat. At the same time, we also can offer new ideas for researching the behavior of political partys and candidates, the campaigns of political elite in Kaohsiung city and developing the research for elections in Taiwan in this paper.

本論文主要在研究1995年立法委員選舉三黨競選文宣之異同，並根據James Grunig與Todd Hunt所建構的公關四模式，探討三黨文宣內容與表現手法，在公關四模式所呈現的面向；同時，也就一般文宣所探討的主題、政見內容、廣告設計、政治符號、語言使用、電視文宣長度等等，分析三黨間差異。 　　James Grunig與Todd Hunt認為，現代公共關係的運作可用四個公關模式囊括，此四個模式為：報業宣傳模式、公共資訊模式、雙向不對等溝通模式與雙向對等溝通模式。 　　本論文採用內容分析法，分析1995年三黨的報紙廣告、電視文宣與新聞稿。 　　研究結果發現： 　　一、三黨在不同媒體上使用不同的Grunig Model。國民黨文宣較常使用的為報業宣傳模式，新黨使用較多的為公共資訊模式，民進黨多為雙向溝通模式。 　　二、Grunig模式不同，競選文宣表現策略、文宣訴求、廣告設計因素、標題與文案可讀性、電視文宣語言使用、長度不同，報紙廣告政治符號並無差異。 　　三、三黨競選文宣在不同媒體上，表現策略、文宣訴求、報紙廣告設計、廣告刊登媒體、日期、版面、面積、電視文宣語言、新聞稿發表日期與數量皆不相同；報紙廣告政治符號、廣告標題、文案可讀性、電視文宣長度差異不大。 　　四、1995年立委選舉三黨競選文宣以攻擊對手為主，其次為塑造形象與塑請支持。政見內容集中在政府人事、政策與政績，政治結構與政治社群的議題很少被提及，可見台灣民主政治的共識極高。