Chen, "A comparison of the DPP's TV ads in the 2000 and 2004 Taiwan presidential elections," 2005

Cheng-Na Chen, M.A

Abstract (Summary)

Elections have become the core component of Taiwan's democracy. And it has now become impossible to imagine elections without political advertisements in modern Taiwanese society. In this study I assume that the strategies in the political campaigns of the DPP during the 2000 and 2004 presidential elections were different.

In this thesis, I first traced the historical background of Taiwan politics as well as the development of the previous major opposition party, the DPP. Then I reviewed the literature in relation to the strategy of TV commercials and political campaigns. Following the above, I put the emphasis on the analysis of the DPP's TV commercials in the 2000 and 2004 presidential elections using strategic models defined in the existing literature such as incumbency style, challenger style, In Man-Out Man model, and positional strategies as a way to further understand the DPP's campaign strategy in the television commercials.