本研究旨在探討2004年香港立法會選舉，候選人之競選文宣策略。理論及文獻部分則是以競選廣告論述之功能論為基礎，綜合近年來國內外相關文獻與本研究案例進行討論。研究方法採內容分析法，以內容分析法分析研究者至香港觀選時所蒐集到之後選人競選文宣，觀察其競選策略。本研究發現，以文宣功能來看，所蒐集到的文宣樣本中，正面多於負面，保守派及泛民主派相似；以主題來說，形象多於政策議題，各式主題文宣仍以正面文宣使用最多，泛民主派以形象為主，保守派形象議題文宣差不多。以政策議題來說，泛民主派較強調過去政績，保守派較強調未來施政計畫。值得一提的是，各派別候選人在塑造形象特質上有顯著差異。
This research focuses mainly on the campaign advertising strategies of candidates in the legislative election in 2004 in Hongkong. The case studied here is on the basis of the theories and literatures of the functional theory of political campaign discourse, and at the same time, it also synthesizes some relevant literature published these years. The study adopts content analysis method. By using the method, the study analyzes the campaign advertisements of candidates. According to the result, advertisements show more positive than negative ones. As for the topic of the advertisements, advertisements show more characters of the candidates than policies and issues. Both the two kinds of the advertisements show more positive than negative strategies. The advertisements of the pan-democracy appeal to the characters of the candidates. And the advertisements of the conservatives, they call on policies and issues. As far as the policies and issues are concerned, pan-democracy shows more positive deeds, and conservatives they appeal to some future plans. To sum up, there are significant differences between the pan-democracy and the conservatives on the character of its candidates.
