中文摘要
台灣的選舉活動中候選人的使用宣傳物品眾多，小到名片、競選背心、廣告文宣，大到宣傳車、競選看板，這一些競選文宣品是候選人與選民面對面傳遞訊息的管道，從以往的傳統文字，至近年來樣式的多元化，當中競選文宣品會轉換的過程應是希望在短時間吸引選民的目光以得到更好的宣傳效果，進而將候選人正面形象深入選民心中。本研究旨在探討競選文宣品的喜好度，藉由競選文宣品的種類與樣式設計進行分析，並「以2014年台北市議員第三選區競選文宣品」進行問卷分析，藉以探討競選文宣品在選民心目中的喜好度與辨識度。由研究結果顯示：
一、 調查結果中可以看出選民是接受競選文宣品並且是希望選舉時拿到競選文宣品。
二、 喜好度與辨識度方面，民眾較希望收到實用性質的競選文宣品，較不喜好收到玩具類的競選文宣品。辨識度上實用性的競選文宣品較為容易辨識出候選人，圖像式的候選人公仔來代言是不錯的選擇，可以讓民眾圖像記憶法的方式記住候選人。
三、 競選文宣品本身的設計與顏色，設計上樣式清晰有活力與可愛的候選人公仔代言人是可以加深民眾的好印象，顏色鮮豔活潑是可以讓民眾感受到好感。

Abstract
Many kinds of marketing materials are used by candidates in Taiwan elections. From small things like business card, vase, flyer, to big things like car, digital signage. Those marketing materials are the way that candidates go to convey information to the voters. From the traditional text in the past, to diversified styles of marketing materials in the recent years, which is the conversion process that is hope to attract the attention of voters to get better publicity in a short time. And that makes the positive image of the candidates in depth the hearts of voters. His study was designed to investigate the preferences of the marketing materials.I analyzed the product with different types and styles of the marketing materials and did the questionnaire analysis with that "In 2014 in Taipei, Mr third constituency election promotional materials ", in order to investigate the preferences of the marketing materials and recognizable in the eyes of the voters. According to the study：According to the survey results show that voters accept campaign promotional goods, and they hope to get the campaign promotional goods during the election. The more people want to receive the useful campaign promotional goods, received less like the toys type of campaign promotional goods. The design and color of campaign promotional goods affect public acceptance.In terms of design, clear and cute vitality type of the action figure of candidates can deepen public good impression.In terms of color, bright and lively is to let people feel good impression.

一、 中文部分

林錫銓（2001）。政治美學。台北：時英。
李澤岳（2003）。DM的設計與應用。臺北：國家
周馥儀（2004）。買來的政權。台北市：草根。
陳俊宏、楊東民(2008)。視覺傳達設計概論。全華圖書。
梁世武主編(2006)。政治傳播與競選策略。台北：五南。
鈕則勳(2002)。競選廣告策略初探-以2004年總統大選陳呂陣營為例。《臺灣民主季刊》第四卷,第一期 。
鈕則勳(2005)。政治廣告:理論與實務。台北：揚智。
高榮利(2011)。平面文宣對選舉效益之探討。中華印刷科技年報。
鄭自隆(1995)。競選文宣策略:廣告、傳播與政治行銷。台北：正中。
鄭自隆(2002)。競選傳播與台灣社會。台北：華泰文化。
鄭自隆(2002)。文創行銷。台北：五南。
蕭湘文(2002)。廣告傳播。台北：威士曼。
賴東明（1995）。廣告事業的發展。台北：中國新聞學會出版。