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

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(7) 1995$.=.,100 JL$:.~ ~~~j&JtfIU~ft~jJ{15- ~,~,!M~R~~:B-ffT ~~~m)~.W~~~A'~ili~~~~*~o. tB gHi ( 1991 ) PJ-=-flmOOrtD ( JJ:f5-~H[;tl* ' JJ:f5- pg?g~* ' if~mt15dt[;tl* ) ~22 flm~Jji7tfJT1989if~$f,*~AMi~JJ:f5- ' JtCPJJ:f5-pg?g[;tl*X §-a-f,*~AIMWf- ' ~.rm {if- ' if~~ft*g-=- flm::'lzOOrtD 1l*~1~ ( 1995 ) 7tfJT~Jlt.~ifl¥Jif~.~~lIE ' ~U7t~if~.~* ' if~~Jj(~WJt {if!, ( tlOaii1JEJ;o , ~ff,x!M£~llI~ , tJRAA~~) ;]!~ ( 1987 ) 7tfJT1985ifW,*rtH~:~${' 0. .,~~.pg?g~~m~~m,®7t~m~~*'~~~A'G~~A'W~~%,m iliif~~~E.rj. ; f,!U~m+ ( 1996) 7tfJT1995if:sL~~$-.fl~~A~~JJ:E '. ~UM;fj-~11./~,pg. ?g7t~~~'~*m~,~~~~~-Jjio. i'J:!'HHi ( 1995 ) 7tfJT1994if-El~tn=H~:~~fl~~A~ff~¥~~ffil '. .~M;fj-)(WI¥J~:rJ!~~. ~7t~Il*~~~~~.~~(~~m~cp~~7t~~~~~~A~Jt~~,W~.~~ if~.if~.if~~~Jt{if!,~A~FrJ~;;R~J!§. ) '&~:I'1tWfWm~~*~~~§ t~~!lf1B1t:p ( 1995) ,~~fi'& ( 1996) ,~~:Effi} ( 1996 ) ~~ffil)(l)'J\flttf~tr~I¥J7t~J! rm~{t{~2!z ' tlOboAai!1!bmE ' ~l~~3tt~~Jj § pg?g7tfJT~J!§El7t~J!ff!f,!UEH1IL~ , ~~ff~PJIl*~if~~ , Jj(~~~ , JX'!~~11tWf ' m ~~*~7t~~§'-~OO~.~~§7t~~~ • • EI¥J~mtt'~~OOiliUZ~m~ 0. 0. .1IEI¥J:=t~~~7t{11J. pfT~~Il*~if~~. PJ11tWF ; &]~11tWf. 0. , 1~~**~1liif~l¥Jl.~ ; J)(~~~ , 1t§~~~1¥J1f)* ' if~*j , if~~ 7 ' .ePj1H~~~15UJX,~~~I¥JJj(~~11tWf ; m~~* ' .eP~$~~~ , ~*. ~~.'~UD5dt,~tt~.*.~~~3tM;¥~aii1JmE'~~~aii1Jtt~®MA L~%Jj~J!. § cP. 0. (-)lIE~Hft* ~m~lIE~I¥J~W~~.m~~ooJJ:E(~~W.~)~~§-a-.~,*.~,. )(;t ,. P))?z.ff~Jlft*. ( visual. 1987; J ugenheimer Belch, 1995; ). ( Rothschild, Belch and. elements) , tlo~~ and White,. , Wiih ' 1i~ , JJ¥rJjl~ , rJj6b~ 1991; Russell and Lane, 1993;. 0. ~1iff'1tfJH~~-El~~~lIEl¥Jft~tt&f§1Ull¥Jm'1t. ( .~ §. ~i. ' 1993 ) rm~!l~¥~*R~. , *l~~ , )(;t , ilh ( 1iil~?,~Ul) ,[j!J~ ( W~~{tlt ~'~~~~'~.il~t) '~~ • • '~ • •$~'~.)(W:=t~~AJjift~o~ cpj[!z~f~. ( mol ' .~) ,j[~.l~$~' j[!z.)(W:=t'ffi.~j[~.)(WJl}ml¥J6bJl.!if~*. ~lIE~~Hft*. I#D (::.)ID'f*. w. E. '. §-a-f~~. ~:EJ! 7. 11)1. ".

(8) m*WjJ(15*;fJttEiJi15~fl.fljJt~~!JfF. ( copy writing ) I¥J~~1)j , Jt~~!JfFJrr4 *~-ill;jJ(15.fE:WA±~t±:l-ill;*I¥JM~t!J$:~i ' ~D David Ogilvy ~t±:lH!t)p~~% ~ (brand image )-ffiS:m ; Rosser Reeves 9$:~i~9$::lL USP ( 1Ii~iW11§.:t~ , Unique Selling Proposition) ; Philp Dusenberry ~!BffiSiJi15cp~~~~W~'I~ ; Hal Riney til ~!BffiSJt*~~IJ\iJ~l¥JtEil.~ ( small-town warmth) (ij IEl Aaker, Batra and My ers, 1992 : 385-402) ~7~ill;M~til¥J~!JfF9$:~iY'} , iJi-5~I¥J1!tIl~JU~ , ~DJugenheimer and White ( 1991 ) .:t~IH~~~fF~ij Ijffim.~~~ ( m1RFr:l~~$Z~JE~* ) ~1;tUffji~1\~~~~ ij Ijffim.~l¥Jtlf~)G\ , ffijJt~~fF~U~JUt~J?nffljp~1I1@W~ti ' T*~D~~tf.t~@JA ffij ~ (the " You "approach) Rothschild ( 1987 ) 9$:~i~~ JtafiJ£t~ti ' ~~Q} {§" flW{§"*i~ , .1ltY'}~D~ Ju genheimer ~1¥J~i* ' Rothschild tIl~*~T*~~tf.t~ill;Jtaf.t~ , ~~Jt*cp~ ~~~~1&A~ (Bovee and Arens, 1982 ) .:t~Jt*cp~~sW!J-flID.:t~M~ , BAUl 5E1liffljrflp , ~1*m.~l¥JfiJ£t~~ , ~sW!Jp~~ 0. $Zt;I1 I¥Jp ~;;:@. t~t~. 0. (. 0. 0. 0. ~~J?nJt~I¥J~E'*m~M~t±:l~~.~~.D~jJ(-5m*W*m~~l¥Jm.:. 1. H~t±:l~5Em*f.t~ 2.m*pg~Jta. 3. t~t±:lWftP..I¥J~~ 4. t~t±:l:::t1~~.l¥JfiJ£t~~ El3flj~~~Jljflj~1& AlJt&. ( high-involvement) frffiS ' [z;]l1t~ffl~OOmfl~ ( two sided persuasion ) W~flI¥J1~ffl!~'f:lm* ( fearappeal ) tIlJlj£\~ If!.jl:JjI¥J C. Hovland I¥JIf~~m~8~;fJ!~OOmfl~f.t~mff:lL:f:~I¥JA ' $Z~;fI~~iti 1¥J~~~JJU~5& ' is a~I¥J~~Jt'§f.t~OOmfl~W:gflj~ffl ~ El ~i ( 1993 ) 7ttJT1991 4W1~24~.(~~.W~~.)I¥J~ • • ~D~'§~I¥JAOO*M~,~m~~.~ OOmfl~I¥J*;fJ!~~::{)~~.AOO*Mf')J~1¥J3.4% ' ffij~~.!jj\11i[1~4.0% ; ~:¥tE.ff~ $~~~~ , 1~~AtIl~mi,~~t)~OOmfl~**;fJ!}$tfl ' ~D199441¥J1t~tm~~~.ff~r~~~= 0. 0. ~~~A~D~~~5Ef.t~I¥J~~(~El~'l~~)o~.~*~D~Jt'§cpffi~D. , John-Cartee and Copeland ( 1991 ) ffijzffiS I f.t**M~I¥JJj(~ J ,tElt. ~~~I¥J~~Jt~MD~Jt'§!~tlWF*I¥J~ffl ( *jl~¥ ' 1996 ; JiMfIIH ' 1996 ; ~~Jf ' 1996 ; Ji!fJ!lffr$ , 1996 ; ~ § ~f ' 1994 ' 1995) ~I¥J~$. 0. [z;]l1t*liff~ljJ\ff~. I ~OOmfl~ J WI !~tlm* J JUffiS7tflTmtJ ' tXj'l}:Jzl~JJ!19954~. ~~.Jt'§{~ffl~OOmfl~W!~tI~* 1¥J;fJ!~ 8. 0. IUJIZ ffiSf! CP{~. ule (F.

(9) 1995if.-=w iL$.~ ~~~i&::lU~*~N~ljH5- ~fU~Jli~~UlmDJMHJT. f "/. 'l. e. tI,. lItYi-,. A J W I ~~mmlj J ~~Jl15~g:rEEiSA~~ ( endorsement) ~~I±l~~~~t)~t~~R~W9!:v:mJt1'!*{J\I¥J1J$ , ftiEj(ltJtWg:r , 1Rffl~~pfT**~ I¥JA~~~~~A~~a1'!'~~I±l~~I¥J~~(~~~ffi~~n)~~~~~~~ili. ~~UI¥J~.Jt~~m1J~o~~*m~~~I1Rffl~~AJWI.~~~J~A*~ t~t~. ~. l1Rffl~~. 0. -'Plft~*. $'.. *m~~• • ~*~*~• • ~oo~W• •~~~~§o (-)~JU~~Fa9~. • • ~Fa9~ ( media scheduling ) t~m!llft'tll¥J~~~.l.fU1f~Fa~ , ~1[P~Nr-]:frJjf§ ~1Z9* ( tlD~~fj , mJt~tl ' {}Em ' ~.l.ftMJrf~~ ) f3t ' pJT~~.15:=t:~.15{~;Eliii~re ~~{~~~UI¥J.mfUtlfjFM ~.l.~Fa9~;mm~j:$J?Ui! ( steady schedule) '*,E&~ g:r$ ( periodic schedule) , 1Z9:~Htf:~{}E~ffij3CfjF • • I¥J/f'~JUWi! ( erratic sched ule) ,~~fj~g:r{! ( seasonal schedule) '5IA'JI~g:r{! ( startup schedule ) ~1J{! ( Rothschild, 1987) {S ~f-jiii~.15I¥J~.l.fjF'Jlm!llft~t) I if. J ~~:fi1¥J1Z9 * ' .Mi. /f' ~ ffl Jj5:JJJH~tJi 15 () ~~m~Moo.~m.'@EE~~.~~~AI¥J • • ~~'~~.Mi./f'~~~~~$ ZP:~*f!ic~.l.ffl~ , ~UI¥J• •~Fa9~m!llft1J)~~~&:\~ i13§~ (1992) ;f.&~1991if.l¥Juff~~1±l1 u ml• • ~Fa'~!lIft J I¥JM~' ft{t*~A ~~.~a~~~M-~I¥J~-OO~~OOg:r'~*~=OO~,E&;ft~=OO~~$' • • ~Fa9*I)j\~J.w. U mll¥J5tf!ic ' I)j\1[PJl15:S:~ I :f§ - y -:f§ J 1¥J5tf!ic ' .15Jt&1ID~ I*- IJ\ - *- J I¥J1fUtM~*JF.r.w.~ 0. 0. 0. 0. m-OO~,E&m~~A1f~.~a~$~B~m~m~a,~~~oo~.~rtm~, ~~t)*-;l:.15~~. 0. m=~,E&m$~B~m~m~a~~~aM=~'~,E&~OOEE~~m~.~~'1Z9 ~1t*~A1i1JD5$W~~I¥JA~~t%l'fij§jj t)ftllt~,E~g:rJl15";' PI t)~1J£. , [q[~~~m~Jt'U~~R~llj~j~t)~J&• •Ili7't ' pfT. 0. m=~~~~~I¥JM-'=~'~~B~A~~~~~.'IZ9~~~~*-:S:Jl15~ ~i~Rf~~~t~. 0. ~f-jumll¥J • • ~oo~m!llft~~IMMm~~~,g:rMml±l~~'*M~.~. A'. ~f3t-j?fj~q~J}j(iP*J}j(. J 1¥J1t~m!llft ' fti13 § ~ ( 1991 ) I¥JUff~g:rili1*}$U~. 1Z911t= .1¥J~.l.~ Fa9 *ili~* uff:~t~;fit~ I¥JIZ9* Z -. 0. 0. 9. ",Ii. llil( II~,. 11:1. ,,'.

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(26) 1990. -1:::+J\!rf:~$t8¥IHJUJTIifjWJJi"* Vg?g7tfJT ' -Et~t : MlIIr!A5!g~~~~fr~* iE~~iHtf~Jlt--tep {J'. 0. ~1i1~. 1995. ~:±i1!?fr.ftJf!MHR$CPi&.i&1i=l1Jl"*~Vg?g7tfJT' -Et~t ~ff~pffii&±~~)(. JiMIIffi 1996. :. [email protected]:mjd~i&m. 0. 1995!rf::lU!~~~$-=:..Mt~)('§'~.tt~-Grunig t~~~~[;t. .lLiEJji=l*~iE~m~~pff~±~~)(. , -Et~t : I@. a. Wf~~i. 1993. I. iEJ:mffi~. '\ Mt~*~W~$i1J~ : -Et~:t~~=,WJ'r~1t*~AMt~mJ:t~~ ~ J '~K!~:iE~m~¥~m=lt~, ]{375-395 0. ~§~. 1991. i&mJJi"*~1\J~,*BIfr&:!t5&:*ii~~~ff~' -Et~t. 1992 1993a. Mt~)('§'*BIfr-)J{"*. I. I. -Et~t. :. a. , ][99-117 '. -Et~t. :. ~. 0. ( 1993!rf:7 j§. -Et~t. : JImE. )J{"*~~~m-~. ) , 1@J'ri&m*~1'fI~~:±¥J1F. l@J'riE~m*~JJ:"**. Mt~JJi"*-J.f~~. 1993ep)(1'tl~~~~~~[;t. J '. 11~~Amff~¥8n~~1\J~,*BIfr&:!t5&:*~~~. 84 ' 1995b 1996. J '. '. i&lUI~:ff~Mt~'§'1'~~OOIJl"*Vg?g7tfJT. fr~~. 1995a. 1'tIWiE~mqTm. Mt~JJ:"*ep.Rft\5'Hi~~~. .lLiE~1i=l*~JJ:"**. 1993b. '\. : ~.lLiE~1i=l*~fTlifj~~pfftt±. '\. J. 0. 'JJi"*~1iff5l:m1i~'. ]{43. 0. *IBfrW~5l:~15U. -Et~t. '. 11995!rf:J'rr!~~~$-=:..)('§'*IBfr7tfJT. 97-104 ' -Et~~ : -Et~tmJJ:"*1~;ooPJj[ql~0fr. : JEep J ' ep~~~IJl"*!rf:iimJ\~ , ][ 0. 0. *Ji]f!S}j. 1990. I ~~78!rf:-Et~~$."**BIfr&7tfJT J ' 90 ' -Et~t : CP~~I@JJi"*1~J.f[ql~0fr. CP~~~."*!rf:iim=~. 0. Aaker, D. A., Batra, R. and Myers, J. G. 1992 Advertising Management, Englewood Cliffs, 26. NJ : Prentice-Hall.. , ][81.

(27) 1995!tf:-=.,m JLrt;.~~ ~~iEJ:~U~*~ft~IJ:-&m,~,:WtIlte~~7ttJT. Atkin, C. k. and Heald, G. 1976. " Effects of political advertising, " Public Opinion Quarterly, 40: 216 228.. Belch, G. E. and Belch, M. A. 1995. Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspectives. Chicago, IL : Irwin.. Berger, A. A. 1982. Media Analysis Techniques, CA: Sage.. !. Bovee, C. L. and Arens, W. F.. 'II. 1982 Contemporary Advertising, Homewood, III : Richard D. Irwin. Howard, J. A. 1977 Consumer Behavior: Application of Theory. NY: McGraw-Hill. Jugenheimer, D. W. and White, G.E. 1991. Basic Advertising, Cincinnati, OH : South-Western.. Laskey, H. A., Fox, R. 1., and Crask, M. R. 1989. " Typology of main message stategies for television commercials, " Jour nal of Advertising, 18 ( 1 ) , 30-41.. Mauser, G. A. 1983. Political Marketing: An Approach to Campaign Strategy. NY : Praeger.. Mullen, J. J. 1963. " Newspaper advertising in the Kennedy-Nixon campaign, " Journalism Quarterly, 40 : 3-11.. 1968. " Newspaper advertising in the Johnson-Goldwater campaign, " Journal ism Quarterly, 45 : 219-225.. Nimmo, D. 1976. "Political communication theory and research: an overview, " in Com munication Yearbook I, 441-452.. 1970 The Political Persuaders, Englewood Cliffs, NJ : Prentice-Hall. O'Keefe, G. J. and Atwood, L. E. 1981. " Communication and election campaign, " in Nimmo, D. and Sanders, Xl.

(28) K. R. (eds. ) Handbook of Political Communication, Beverly Hills, CA: Sage. Rothschild, M. L. and Ray, M. L. 1974. " Involvement and political advertising effect: an exploratory experiment, "Communication Research, 1 : 264-285.. Rothschild, M. L . 1987 Advertising: From Foundamental to Strategy, MA : D. C. Heath. Russell, J. T. and Lane, W. R. 1993. Kleppner's Advertising Procedure, Englewood Cliffs, NJ : Pretice-Hall.. 1 ..J. /. -I: }. 28.

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(31) 1995!tf'='H1 JLtt~~~$jf!Z:;i;¥~*~~~I'H!fW\,~,~~R~1B!5HJT. Analysis of Political parties' Strategies of. Newspaper Advertising in. Legislators election of Taiwan, 1995. ;'. Cheng Tzu- Leong ,:111. Abstract 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 stressa major idea clearly and didn't emphasize the. voter's ultimate benefit--the needs of safety. DPP took a tactics. 31.

(32) 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.. Keywords: Political advertising, Legislators election, Komingtang (KMT) , Democratic Progressive Party(DPP), Chinese New Party(CNP). 32.

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