Journal of Electoral Studies

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Home Issues Backissues Volume 31, No.1 A Functional Analysis of Television Ads in 2008 Taiwanese Presidential Election

A Functional Analysis of Television Ads in 2008 Taiwanese Presidential Election

Wei-Chun Wen and Tzu-Hsiang Yu
2009 / 11
Volume 16, No.2

pp.71-99
10.6612/tjes.2009.16.02.71-99
Paper

Abstract

Based on the expenditure of candidates and the media use of voters, TV ads are the most important candidate message in the contemporary elections. Considering possible negative impacts of television ads on democratic society, major democratic countries take different positions on the issue of restricting campaign ads. To provide data for related discussion, this study content-analyzed the 2008 Taiwanese presidential ads. The primary findings can be summarized in three aspects. First, the functions of the TV ads in 2008 Taiwanese election included 66% of acclaims, 32% of attacks, and 2% of defenses. Compared with the U.S. counterparts in 2008, Taiwanese ads were more positive. Regarding the individual candidates, the leading candidate Ma had more acclaims than the trailing candidate Hsieh. Second, the topics of 2008 Taiwanese presidential ads contained approximately 40% of policy messages, and 60% of character messages. This pattern is similar to the ads used in the 2000 Taiwanese election, while contrary to the U.S. counterparts. Third, compared to the 2008 Taiwanese presidential debates, TV ads stressed character more than televised debates. In addition, televised debates contained more defenses than TV ads.

Keywords

presidential election

television ads

functional analysis