2005年縣市長選舉國民黨競選廣告分析

本文針對國民黨在2005年縣市長選舉中的競選廣告，分別以索緒爾(Ferdinand De Saussure)符號學概念為基礎，以及結構主義方法論創始人李維史托(Claude Levi-Syrauss)的解析神話結構之方式，來分析國民黨電視與報紙的競選廣告。經由本文的研究有下列三點發現：第一，國民黨推出的電視及報紙競選廣告之內容，主要係由對民進黨、陳水扁總統及高雄捷運等弊案的攻擊所構成，而其訴求則在於凸顯執政者的無能與貪腐。第二，在國民黨推出的四波電視競選廣告與十二波報紙競選廣告中，除了兩波報紙競選廣告外，其它十四波廣告皆屬負面競選廣告，並佔全部廣告的87.5%。第三，本研究利用索緒爾符號學理論與李維史托結構主義理論作為分析方法，發現兩理論在解析電視、報紙廣告上，均能分析出廣告內容所要傳達給閱讀人的意涵和廣告內容的構成要素，故未來在分析各項選舉政黨競選廣告時，皆可分別依此兩理論作為分析方法。

關鍵字

縣市長選舉；符號學；結構主義；高捷弊案；負面競選廣告

並列摘要

In this research, I use the concepts of Semiotics as basis and the way how Claude Levi-Syrauss the founder of Structuralism Methodology analyzed myth construction to dissect KMT's TV and newspaper advertisements. The researches are: (1) KMT's TV and newspaper commercials were basically consisted by the assault on DPP, President Chen, and Kaohsiung MRT Scandals. So the main demand would be the incapacity and the corruption of the leader. (2) In the 4 TV advertisements and 12 newspaper advertisements KMT released, except 2 newspaper advertisements, the other 14 commercials are actually the negative commercials, and these negative commercials had 87.5% of all commercials.(3) In this research I used Ferdinand De Saussure's Semitic theory and Claude Levi-Syrauss's Structuralism theory as analysis method. And the research showed that both theories could analyze the meaning of what the content want to convey, and the elements of the commercial whether on TV or newspaper commercials. In the future, we can use both theories as analysis method to analyze any kinds of advertising campaign.