对台湾报业解禁以来（1988—2013）《中国时报》、《联合报》和《自由时报》广告表层内容进行研究，共抽取312份报纸，得到23036则广告。研究结果表明，报业解禁以来，台湾三大报纸广告的变迁轨迹呈现类似的规律，表明台湾广告市场已经较为成熟，发展平稳，报纸广告之间的竞争趋于同质化，这一点与大陆报纸广告完全不同。与大陆报纸受新媒体挤压相比，台湾报纸的转型更为成功。在纸媒体唱衰的时代大背景中，在广告收入减少的情况下，台湾三大报纸受集团化支持、版面改革和技术更新等诸多因素的推动，仍然锐意进取、奋勇前行，广告量没有明显的下降。%Taking the superficial content of the advertisements on China Daily ,United Daily News and Liberty Times from 1988 to 2013 as the research subject ,this paper reviewed 23036 advertisements from 312 pieces of newspaper .The results showed that since the ban‐lifting of newspapers in Taiwan ,the similar transitional principles the three major newspapers took up demonstrated that Taiwan's advertising market is more maturely and stably developed and thus the competition among them tends to be more homogene‐ous .This is quite different from the mainland advertising .Unlike Mainland's newspapers ,Taiwan's have transformed more successfully and remained the advertising quantity even influenced by the declining of the print media .
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