解讀民進黨電視「政黨錄影帶」與文宣策略研究

The Analysis of TV Political ADS of DPP

經由內涵意義的分析，發現民進黨政黨廣告所形塑的政治迷思有二：一是企圖樹立一套反對國民黨統治與執政的世界觀，另一是爭取人民的認同與信任。廙告中運用「台灣情結」的符碼最多，均以「台灣」作為「國家主體」或「族群認同」的表徵符號，足見「省籍情結」的對立意識仍相當濃郁。而廣告的表現形式則以說明型為主，其中又多配合問題決型的運用，與一般電視商品的敘事結構：問題→商品→美好。此處商品變成民進黨。藉由民進當的政見，隱含民眾的問題必然獲得解決。

The present study tries to use semiology to analyze the underlying meanings of TV poltical advertising of Democratic Progreesive Party during 1992's Legislator Election. Two dominant political myths are found: anti-KMT and poltical identification. Autobiographic ads were used most often to express 'Twiwanese ideology' in opposition to 'Chinese ideology.' The study also finds the same narrative structure as the commercials which is problem→product(DPP)→ solution.