ABSTRACT
The purpose of the thesis is to investigate the differences of the political advertising strategy in television commercials among three major candidates in the Year 2000 Presidential Election in Taiwan, including the video-style and relevance between the electoral adverting strategy and the performance. After analyzing the video-style of the three major candidates, firstly, I found they centered on projecting candidates¡¦ their own image. Secondly, they attacked the opponents¡¦ personal feature. My analysis concludes that the political advertising strategy in the Year 2000 Presidential Election in Taiwan can called ¡§compared strategy¡¨. Bian-camps consolidate his strength and supply his weakness with his TV. commercials. Soong-camps were directed to project his image; Lien-camps had no the consistency between the political advertising strategy and the spot. Last but not least, there is no conclusion for the proper amount of ads in campaign. Statistically speaking, in recent years, the mainstream idea for the content of the advertisements in U. S. is more issue-oriented, whereas the major idea in Taiwan is image projection. On the other hand, in Taiwan, the lengths of ads are getting shorter and shorter and the manipulations of the party symbols are as popular as it was in the past.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0814101-170918 |
| Date | 14 August 2001 |
| Creators | Chang, Kao-Yu |
| Contributors | none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0814101-170918 |
| Rights | unrestricted, Copyright information available at source archive |
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