The Research of the KMT Internet Campaign Video in the 2012 Presidential Election--A Study of "Taiwanbravotw" YouTube

• Main Authors: Chien-hau Su, 蘇建豪
• Other Authors: Hua-zong Liu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/296mcq

碩士 === 南華大學 === 國際暨大陸事務學系亞太研究碩士班 === 101 === 　　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.