As for the contents of the election broadcasts, the KMT made its appeal by stressing reform and stability while the DPP looked to health and hope; the China Social Democratic Party criticized both the major parties as having shortcomings and becoming more and more alike.
以廣告內容而言，國民黨以革新、安定為訴求重點；民進黨提出健康與希望；社民黨批評國、民兩黨各有缺失，越來越像。