本研究旨在探討2012年香港立法會選舉候選人之文宣策略，理論以競選廣告論述功能論為基礎，綜合近年來國內外相關文獻進行討論；研究方法採內容分析法及深度訪談法。本研究發現，以文宣功能來看，正面文宣遠多於負面文宣，主題方面則形象塑造多於政策政見；建制派與泛民主派形象塑造文宣皆多於政策政見文宣。各派別候選人在塑造形象特質上有明顯差異。

This research focuses mainly on the campaign advertising strategies of candidates in the legislative election in 2012 in Hong Kong. The case studied here is on the basis of the theories and literature of the functional theory of political campaign discourse, and at the same time, it also synthesizes some relevant literature published in recent years. The study adopts both a content analysis method and an in-depth interview method. According to the results, there are more positive than negative advertisements. As for the topic of the advertisements, advertisements show the character of the candidates more than policies and issues. Finally, there are significant differences in the character of the pan-democratic and conservative candidates.