本研究旨在探討2004 年總統選舉陳呂陣營之競選廣告策略，理論及文獻部分則是以競選廣告論述之功能論為基礎，綜合近年來國內外相關文獻與本研究案例進行討論。研究方法採內容分析法及深入訪談法，以內容分析法分析陳呂陣營依普查而得之電視及報紙競選廣告，觀察其競選策略，進而配合深入訪談法來輔助說明陳呂陣營電視廣告之策略。本研究發現，陳呂陣營之電視及報紙廣告，正面廣告皆多於負面廣告，顯示執政者之防禦策略，仍是其競選廣告策略之主要考量；從廣告主題來看，陳呂之廣告電視部份以形象為主，從報紙來看，則以政策議題為主。以政策議題來看，電視廣告以正面政績類型較多，符合執政者策略；報紙廣告部份，則以訴求公民投票為主的一般政策目標類型廣告居多。以形象特質而言，電視廣告置焦於個人特質者最多；報紙廣告部份，以理念價值者較多。

This study focuses mainly on the advertising strategies in the DPP’s campaign for the 2004 presidential election. This case study is based on the theory and literature of the functional theory of political campaign discourse. At the same time, it synthesizes a selection of relevant, recent literature. The study adopts both a content analysis method and an in-depth interview method. Through the former, the study analyzes the DPP’s television and newspaper campaign advertisements, and through the latter, it explains the DPP’s TV campaign advertising strategies. The results show a greater number of positive TV and newspaper advertisements than negative ones, revealing that defensive strategies are still the main line of thought for the DPP candidates. There are two kinds of strategies for the themes of the advertisements. The television advertisements appeal to the candidates’ character. The newspaper advertisements deal with policies and issues. The majority of the TV advertisements highlight the candidates’ achievements, as well as how those achievements fit the candidates’ strategies. The newspaper advertisements appeal to general policy targets, such as referendums, for example. In summary, the TV advertisements focus on the character of the candidates, while the newspaper advertisements tend to address ideas and values.