政黨輪替後國民黨之廣告策略：以2001年選舉之攻擊廣告為例

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Title:	政黨輪替後國民黨之廣告策略：以2001年選舉之攻擊廣告為例 The Negative Advertising Strategy of KMT: The Case of the Election in 2001
Authors:	鈕則勳
Contributors:	廣告系
Keywords:	負面攻擊廣告競選傳播競選廣告 2001年選舉 Campaign communication Negative advertisement The election in 2001 Campaign strategy
Date:	2003-04
Issue Date:	2017-11-08 11:44:10 (UTC+8)
Abstract:	本文以國民黨2001年競選廣告為例，探討其攻擊廣告策略，結論發現(一)國民黨此次選舉將自己定位為「正統國民黨」的論述頗能配合廣告呈現，但另一定位「團隊堅實的有經驗的政黨」則在廣告表現中，並未清楚突顯「人才團隊或政策」。(二)國民黨將民進黨定位成「搞衰經濟的無能政府」，在廣告作為上，以攻擊方式呈現，火力頗為集中。但「團隊堅實的有經驗的國民黨」卻未見廣告之強化，故無明顯對比。(三)國民黨此次文宣廣告系統較為單純化，廣告調性，特別是電視廣告幾乎出於一家廣告公司之手，調性質感較一致。(四)因應民進黨「在怎麼野蠻」系列廣告之相關作為，國民黨似乎喪失了第一時間，讓民進黨的廣告印象在民眾心中造成深遠影響，成功地「為國民黨定位」。另外文中亦有對攻擊廣告策略之建議，包括：(一)新型的選戰中，在野政黨及候選人除了攻擊對手之外，也要針對自己的特性及優勢進行形象定位，對選民的投票行為，才有進一步影響的可能。(二)清楚明白的攻擊訊息，也就是清楚明白的政治訊息，它不僅易於傳播，且待受眾透過不同的傳播管道而能夠接受同樣的攻擊訊息時，整套銜接完全的攻擊廣告策略的使用才能夠有事半功倍之效。(三)針對對手的攻擊廣告，應該於第一時間，透過複式宣傳，進行反擊，防止對手的負面定位。 Based on the campaign communication theory drawn from the political communication analysis' this article will focus its study on KMT's campaign advertisements (TV and newspaper) during Taiwan's Campaign 2001. In this article' In-depth interview and content analysis are the main research methods. The strategy framing of KMT will be the main purpose of the research; in this way' the author will divide the advertisements into some categories and discuss whether the campaign themes in accordance with the advertisements' content or not. In addition, the theory of' Negative Advertisement' will be applied in this research. The major findings can be summed up as follows: 1.The strength of KMT hadn't be applied in the advertisements.2.Camparing with the presidential election in 2000,KMT indeed did well in the field of advertising.3.Facing the attack launched by DPP.KMT should defense as fast as possible.4.In order to persuade the audience or voters, the candidate or party will not only attack the opponent, but also improve its strength.
Relation:	理論與政策 17:1=65 民92.04 頁53-86
Appears in Collections:	[Department of Advertising ] journal articles

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