A Study of Cognitive Characteristics of Voters through Analysis of Campaign Advertising - Example of Democratic Progressive Party''s Campaign Literature in 2010 Kaohsiung Mayoral Election

• Main Authors: Po-Yu Cheng, 鄭博宇
• Other Authors: Ming-Shen Wang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/44226121022148183876

碩士 === 國立中山大學 === 公共事務管理研究所 === 99 === Democratic politics is a process where political elites compete for votes (Schumpeter, 1950) and therefore campaign communication is an indispensable area in it. In the beginning, campaign communication focused more on public policy promotion (Peng, 2005) and now is campaign-communication oriented to define communication strategies adopted in election campaign. Election campaign becomes fiercer after party politics takes root in Taiwan and that is where campaign advertising comes in. Purposes of campaign advertising by a candidate or party include image shaping, promotion of campaign issue and statement of political platform and achievements. We examined campaign literature of Democratic Progressive Party in 2010 Kaohsiung Mayoral Election and adopted Cognitive Continuum Theory (CCT) to analyze how appeal of campaign advertising influenced voter. Quasi-experiment was adopted. 45 questionnaires were issued to 45 participants individually due to the nature of the questionnaire. Results indicate that voters in Kaohsiung are more intuitive and support a candidate more because of the candidate’s image than his/her platform. Reflect Kaohsiung voters'' cognitive characteristics to be more intuitive. These cognitive characteristics show not only economic but serious social issues in Kaohsiung.