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Home Issues Backissues Volume 31, No.1 Analysis of Political Parties' Strategies of Newspaper Advertising in Legislators Election of Taiwan, 1995

Analysis of Political Parties' Strategies of Newspaper Advertising in Legislators Election of Taiwan, 1995

Tzu-leong Cheng
1996 / 11
Volume 3, No.2

pp.1-32
Paper

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 stress a major idea clearly and didn't emphasize the voter's ultimate benefit──the needs of safety. DPP took a tactics 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