競選議題與宣傳策略－以周錫瑋競選2005年台北縣長為例

Campaign Issues and Strategies: A case study of Hsi-Wei Chou for Taipei County Magistrate in 2005

10.30075/TJER.200804.0006

陳彥佑(Yann-Yow Chen)；鈕則勳(Tse-Hsun Niu)

2005年縣市長選舉 ； 周錫瑋 ； 競選廣告 ； 競選策略 ； 形象與主題 ； 2005 election ； Hsi-Wei Chou ； campaign advertising ； campaign strategy ； image ； and themes

選舉評論

4期（2008 / 04 / 01）

61 - 88

繁體中文

本文透過研究者的分析，藉以了解周錫瑋陣營在整個台北縣長選舉中周陣營如何去運作及規劃議題。當周陣營議題透過「電視廣告」與「報紙廣告」等相關媒介時，在傳播當中是否有傳達清楚一致的形象、議題等，是否有讓選民（目標民眾）清楚明瞭這些訊息，是否與主要議題有息息相關。其次，透過研究者分析，試圖找出周錫瑋陣營在競選期間，是如何擬定主打的競選議題？另外，主打競選議題呈現的情況爲何？最後，本文使用的研究方法主要是焦點團體法及深入訪談法，並期望透過深入訪談來了解周陣營之文宣廣告呈現，進而配合焦點團體法來輔助說明其廣告策略。

The authors intended to comprehend how Chou's campaign (”the campaign” hereafter) operated and developed issues during the Taipei County Magistrate election through a thorough analysis. When employing ”television commercials” and ”newspaper ads” and other media, did the campaign convey a clear and consistent idea of image and issues, which allowed the voters (target audience) to understand their messages, and tied closely to the main issues? Moreover, through the analysis, the authors intended to find out how the campaign selected its themes and how the themes were unfolded. Finally, the methodology the authors chose included focus groups and in-depth interviews. The use of in-depth interviews allowed the authors to make sense of how campaign ads were being presented, along with the use of focus groups as a subsidiary method to illustrate the advertising strategies used.

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