競選廣告：1996-2004年台灣與美國總統大選之分析

Abstract

This research consists of a systematic content analysis to examine a total of 320 samples of negative political commercials used in the 1996, 2000, and 2004 presidential campaigns of both Taiwan and the United States, followed by cross-cultural comparison. Three findings emerge: First, in terms of quantity, negative advertising is more common in the US, with over 2/3 of commercials containing negative content; however, it is growing rapidly in Taiwan, doubling over the survey period. Negative advertising is becoming mainstream in Taiwan, which trend is worthy of note. Second, comparing substance, there are also marked differences between the two countries. Taiwanese candidates prefer indirect attacks, whereas American ones favor direct attacks. Taiwanese candidates more commonly use attacks on their opponents' images, whereas American one more often criticize their opponents' policies. Taiwanese commercials contain fewer direct comparisons between the candidates than American ones and more appeals to emotion rather than reason. Finally, in order to reduce unnecessary conflict, the recommendation is made that Taiwan adopt similar regulations to the United States, requiring that all campaign advertisements on television clearly indicate the organization responsible and that all advertisements be personally reviewed by candidates before being broadcast.