| Publication |
2009.
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| Summary/Abstract |
Campaign advertising in Taiwan, particularly at the presidential level, has increased in importance as the political and media contexts in which campaigns are fought has evolved. To further our understanding of this increasingly prevalent campaign tool, the article analyses a large number of television and newspaper advertisements for six presidential candidates across three campaigns. Extending prior research on Taiwan the analysis incorporates three dimensions of campaign advertising: the distribution, composition and tone of appeals. The findings suggest that, for better or worse, many elements of broader political competition in Taiwan are equally present in candidates' campaign advertising.
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