Political advertising in democratic Taiwan: audiences’ perspectives on political figures through image building advertisements

Norman Peng, Annie Huiling Chen, Chris Hackley

Research output: Contribution to journalArticle


One can gain important insights into the effects of political advertising by looking at decoding and interpretation in audience perception studies. This essay considers two genres of political advertisement-celebrity endorsement and emotional appeal-through six focus groups formed by either Democratic
Progressive Party (DPP) or Kuomintang (KMT) identifiers. It focuses on three key themes for comparison: the participants’ involvement, their interpretations
of the key messages, and opinions that were important to them. This study aims to further the understanding of how political advertisements are interpreted and
to bring some practical knowledge to the field by comparing the perspectives of audiences of differing political orientations.
Original languageEnglish
Pages (from-to)113-133
Number of pages22
JournalTaiwan Journal of Democracy
Issue number1
Publication statusPublished - Jul 2008



  • Taiwan
  • election
  • democracy
  • political advertising
  • image-building
  • audience

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