2012年總統大選國民黨網路競選廣告短片之研究－以YouTube「台灣加油讚」社群為例

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Title:	2012年總統大選國民黨網路競選廣告短片之研究－以YouTube「台灣加油讚」社群為例
Other Titles:	The Research of the KMT Internet Campaign Video in the 2012 Presidential Election--A Study of ＂Taiwanbravotw＂ YouTube
Authors:	蘇建豪 Su, Chien-hau
Contributors:	國際暨大陸事務學系亞太研究碩士班劉華宗 Hua-zong Liu
Keywords:	廣告訊息;政治競選廣告 advertising information;YouTube;political campaign advertising
Date:	2013
Issue Date:	2015-01-05 11:14:32 (UTC+8)
Abstract:	政治參與是構成民主國家的要素之一，選舉是政治參與眾多方法之一，可說是民主政治最重要的活動。隨著大眾媒體的開放，其廣大的傳播能力與效益，成為候選人傳達其理念與訴求的重要管道。而「競選廣告」對選民能產生認知與行為的極大影響，直接影響其投票行為，因此成為候選人必備的重要競選工具。網際網路具有無遠弗屆的傳播能力與低成本的優勢，更成為候選人新一代「競選廣告」宣傳首選。　　　本研究檢視71支2012年總統大選國民黨網路競選政治廣告短片，透過內容分析法與分析統計，試圖了解：(一)2012年總統大選國民黨網路競選廣告短片的主題、訴求與手法？(二)2012年總統大選國民黨網路競選廣告短片的製播效益？　　　研究結果發現，2012年總統大選國民黨網路競選廣告短片行銷主題類型是以「形象塑造」為主軸，傳達訴求類型是以「理性訴求」與「名人訴求」並重，表現手法類型則是以「挪移法」與「粉飾法」為主。在競選廣告短片製播時間秒數平均長近百秒。　　　而在製播效益方面，國民黨網路競選廣告短片平均瀏覽數高達５萬次，「形象塑造」、「感性訴求」類型網路競選廣告短片皆有高人氣的瀏覽數。平均52%的喜歡率，「形象塑造」、「感性訴求」類型網路競選廣告短片皆受到網民較高的喜愛。　　　本研究期盼可以對於2012年總統大選國民黨網路競選廣告短片的行銷主題、傳達訴求、表現手法有進一步的暸解，並為將來競選傳播領域有些許微薄的貢獻。　　Political participation is one primary element of a democratic state. Election is one pattern of political participation, which can be regarded as an important activity of a democracy. Along with the opening up of public media, it has become a major channel for candidates to deliver their ideals and appeals to the country. Campaign advertising holds a great influence on the electorates’ acceptance of the candidate and their decisions, which will directly affect their voting behaviors, so it has become a necessary and significant tool for candidates. The internet, owing to its unbounded transmission capacity and low cost, has already become the first choice of campaign advertising of candidates of the new generation.　　　This study reviews 71 short advertising videos of the Nationalist Party participating in the 2012 Presidential Election and attempts to learn from the content analysis and statistics, and study the appeals of and techniques used in these videos as well as their broadcasting effectiveness.　　　According to the research results, the advertising videos by the Nationalist Party in the 2012 Presidential Election centers on image building, with appeals delivered focusing on rational appeals and personage appeals, and expressing techniques on association by admiration and glittering generalities. The campaign advertising videos last for nearly a hundred seconds in average.　　　In terms of the effectiveness of the advertising videos, the average click ratio of these videos is up to 50 thousand times. In which both the video types of image building and emotional appeals have high click ratio and a favor rate of 52% in average, having a high preference among web users.　　　The study expects to have a further understanding of the marketing topics, appeals and expressing techniques in the videos of the Nationalist Party in the 2012 Presidential Election, so as to provide references for future campaign advertising.
Appears in Collections:	[Department of International and China Studies, The M.A. Program of Asia-Pacific Studies and Public Policy Studies] Disserations and Theses(M.A. Program in Asia-Pacific Studies)

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