2008年台灣總統大選電視競選廣告：議題、攻擊手法、與眼神接觸

Abstract

規劃總統大選競選策略時，電視競選廣告始終扮演重要的角色。本研究以內容分析法，檢視2008年台灣第十二任總統大選電視競選廣告，聚焦於二項議題：（一）探討總統大選電視競選廣告整體概況。（二）依據總統大選結果，比較當選者與落敗者的電視競選廣告影像風格。 研究結果發現：（一）2008年台灣總統大選電視競選廣告以「議題」為主，訴諸經濟、財經議題；負面廣告多攻擊競爭對手議題，並以匿名人士為廣告主角；常使用電腦繪圖與後製技術，平均廣告秒數在50秒內，候選人多以中景入鏡，面帶微笑，與觀眾少有眼神接觸。（二）當選者與落敗者競選廣告有顯著性差異。兩者競選廣告均以議題為主，當選者聚焦於經濟與黑金議題，落敗者則以兩岸經濟議題為主。負面廣告中，當選者多攻擊競爭者過往紀錄，落敗者則抨擊競爭者所提出的議題。眼神接觸上，當選者較落敗者常與觀眾保有眼神接觸。此外，當選者競選廣告常訴諸改變的呼喚，及呈現政黨象徵；落敗者則以政黨意見為主。 本研究採量化內容分析方法，探討總統大選電視競選廣告，共78則。研究文本均委託候選人所屬政黨文宣部提供，其中登記一號的候選人謝長廷、蘇貞昌，所播送電視競選廣告共44則；二號候選人馬英九、蕭萬長，所播送電視競選廣告共34則。

TV advertisement plays a crucial and important role in political campaigns, especially in the presidential elections. This study uses content analysis to exam in the 2008 Taiwan presidential election TV campaign advertising, and mainly focuses on two topics. The first topic elucidates the “videostyle” of the TV commercials used in the 2008 Taiwan presidential election. The second one compares the “videostyle” between the winner’s and the loser’s TV commercials. The analysis shows two results. First of all, there are several similarities between the winner’s and the loser’s TV commercials. Both of them focus on the economic and financial policies, and using anonymous citizens as main character in the negative campaign ads to attack opponent’s policy. The average time of the ads is about 50 seconds. The ads prefer to use computer graphics and video post-productions. The candidates usually show up in medium shot, but lack eye contact with audiences. The second, there are several significant differences in the videostyle between the winner’s and the loser’s ads. The winner emphasizes the financial and political bribe issues in the campaign, and calls for change; however, the loser focuses on the financial relations between Taiwan and China. The winner’s negative ads are prone to attack on opponent’s background and qualifications; however, the loser’s negative ads are used to attack on issue stands of opponent. During the ads, the winning candidates have more direct eye contacts with audiences than the losing candidates. This study employs content analysis to analyze 78 TV commercials used in the 2008 Taiwan presidential election. The ads of this research are provided by the Culture Departments of both parties. The DPP camp released 44 ads, and the KMT camp aired 34 ads.