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akron1146531212.pdf (646.01 KB)
ETD Abstract Container
Abstract Header
A Study of Political Advertising of the 2004 Taiwanese Presidential Election
Author Info
Lee, Chung Hsien
Permalink:
http://rave.ohiolink.edu/etdc/view?acc_num=akron1146531212
Abstract Details
Year and Degree
2006, Master of Arts, University of Akron, Communication.
Abstract
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.
Committee
Yang Lin (Advisor)
Pages
110 p.
Subject Headings
Political Science, General
Keywords
2004 Taiwanese presidential election
;
political advertising
;
campaign theme
;
campaign strategy
;
content analysis
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Citations
Lee, C. H. (2006).
A Study of Political Advertising of the 2004 Taiwanese Presidential Election
[Master's thesis, University of Akron]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=akron1146531212
APA Style (7th edition)
Lee, Chung Hsien.
A Study of Political Advertising of the 2004 Taiwanese Presidential Election.
2006. University of Akron, Master's thesis.
OhioLINK Electronic Theses and Dissertations Center
, http://rave.ohiolink.edu/etdc/view?acc_num=akron1146531212.
MLA Style (8th edition)
Lee, Chung Hsien. "A Study of Political Advertising of the 2004 Taiwanese Presidential Election." Master's thesis, University of Akron, 2006. http://rave.ohiolink.edu/etdc/view?acc_num=akron1146531212
Chicago Manual of Style (17th edition)
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Document number:
akron1146531212
Download Count:
2,367
Copyright Info
© 2006, all rights reserved.
This open access ETD is published by University of Akron and OhioLINK.