Comment on Taiwan's National ChengChi University on its scholarly articles    


    comments on other scholarly papers  :    critic    critic1  critics2     critic3     critic4     critic5      critic6     critic7      home


breaking news  <the China Times>, (March 27, 2012) : A number of professors (total 22) of national Chengchi university, NTU, etc are suspected of fraud 4.3 million dollars by false invoices and inflating research funding & reimbursement requests for the National Science Council etc, to purchase computers, mall coupons, and other personal belongings.
<United Daily News> , (Mar. 28, 2012, editorial column in A15): ... It's already "a secret open to the public" that many professors tried every efforts to put money in their pocket by false invoices and dirty accounting, etc ... the worst thing is those professors taught these "bad culture" to their students for 'practical training' ......
<China Post>, (Mar. 28, 2012) :
The universities in question yesterday expressed respect for the judiciary investigation.

Political sciences & human rights field

viewpoint by Dr. Kou Chien-wen,
a Political Sciences professor
specialising in Taiwan-China relations at National Chengchi University (NCCU) in Taipei, Taiwan.

This website's viewpoint

'Soft power' raises Taiwan's profile

Dr. Kou Chien-wen :

......"Like European countries, which are not militarily strong, this sort of thing raises their image, ......

"Take Norway for example, it has the Nobel peace prize; when we think of it, we think well of it. Finland has Nokia, which also helps that country's image."

It is feared that not having a noticeable presence in the international community could hurt the island of 23 million people if there is conflict with its giant neighbour China - which considers Taiwan part of its territory which should be eventually reunited.

"Taiwan will be considered politically unimportant, economically unimportant, and culturally unimportant. That's a crisis for Taiwan," says Mr Kou.

"A not so well-known country invaded by a bigger country... People around the world would care if they know more about Taiwan and if they think Taiwan is different from China."


This viewpoint (by Dr. Kou, NCCU professor) probably needs to be discussed.   

     ◎  Norway :
strategy only focuses on having something like Nobel Peace Award,
noticing Norway's world top 5 ranking status of "Global Peace Index" by Economist
―     but Taiwan only ranked No.35 in 2010  (see table below).
     ◎  Finland :
Taiwan focuses on Nokia's achievement , without drawing attention to  Finland's world No.1 ranking status of  "Press Freedom Index" in both US-based <Freedom House> as well as France-based < Reporters Without Borders > (RSF, Paris).   
         I firmly believe Finish people prefer their human rights status rather than having a cell-phone company,
  the communication content is much more important than the comm. equipment.   
         Taiwan's Press freedom ranked 43rd and 48th respectively in FH and RSF.
         (pls see table below)

 great country    vs.    everybody-heard country

Human rights ( certainly is 'soft power' ) is fundamental for a country, like the bottom of a boat,  Advertisements marketing and Public Relations (wide-ranging like design, athletes, food, etc) are just some flags in a boat.

Taiwanese officials corruption is  serious and has not really improved since 1995  ―  Taiwan fluctuated between 25th and 35th place from 1995 till 2007, dropped to 39th in 2008, bit moved back to 37th in 2009, then 33rd in 2010, communist China was even better than Taiwan according to PERC's survey of 2009, how can Taiwan distinguish from China? ―  one major purpose of Taiwanese government's soft power strategy.

Although Advertisements and Public Relations are useful tools to promote some nations' images, Taiwan needs creativity (now is poor, click for details) to deeply attract & impress the world, to persuade this planet that Taiwan is really a free country full of interesting people, so that BBC probably won't say " The effects of Taiwan's efforts to boost its profile may be too early to tell".

ps1: comment on Taiwan's soft power.

ps2: comments on BBC's report Taiwan's soft power.





Taiwan (ROC)


Freedom of the Press




<Freedom House>, USA (2009)
World Press Freedom Index




< Reporters Without Borders > , Paris France (2010)
Corruption Perception Index




<Transparent International> , Germany (2010)
Global Peace Index No.9 No.5 No.35

<Economist I.U.>, UK  (also in Wikipedia) 2010



  Google ranking No.3 by keyword "national Chengchi university Taiwan" at 4/1/2012, 3/15/2012,
only next to its official web-sites, NCCU is the best Social Sciences & Humanities university in Taiwan.

Google ranking No.1 by keyword "comment national Chengchi university" at Nov. 16, 2012 Eastern time.





Advertising design & public relations field :

When it comes to creativity, national ChengChi University is the best example since it is best college of humanities & social sciences (comm., commercial are strong too ) in Taiwan.
When it comes to NCCU's creativity, one of the best example is the ad. & poster designed by NCCU Advertising Department for announcing NCCU Advertising Dept's 20 years anniversary, this work is also the theme of a scholarly paper (
article name : Advertising Creativity, Processing Experiences, and Communication Effects) written by NCCU Ad. professor in <the Journal of Advertising & Public Relations>, the best Advertising periodical in Taiwan.

The NCCU's design is :
(1) word elements : "See Different", "Ad dept.
20 years anniversary"
(2) visual elements :
      a) the 1st drawing : a hat. ( but it is same as the hat in book <the little prince>, by European writer
Antoine Marie Roger de Saint-Exupéry )
           ( pic. pls see
      b) the 2nd drawing : a giant snake swallows an elephant, both inside a hat.  ( same as <the little prince>,
by Antoine Marie Roger de Saint-Exupéry )
      c) the 3rd drawing : a number "20" inside a hat.

The book <the little prince> used the first 2 drawings to express that ordinary people only can see a "hat", but the author is able to see something different ―  a giant snake swallows an elephant, its out-line appearance looks like a hat.

The NCCU's (National Chengchi University) design ( page 78-79, ) has these problems :

    (1)  Why can't NCCU see (figure out) different metaphor idea to express "see different" ?
    (2)  The 3rd drawing, "20 inside a hat", seems superfluous, since the copy-writing already clearly points out it's a 20 years anniversary.   The scholarly paper explained the reason to use the 3rd drawing is for rhythm, but it is not a good design for rhythm.
    (3)  The shape of "20" doesn't look like a hat.   "20 under a hat" is not witty, and means nothing in depth .
    (4)  If NCCU was trying to say that a famous Western writer in 1943 had the same idea as ancient Chinese mythological story "a giant snake swallows an elephant",  it's pity.




  Advertising design & nation's political communication field :

Taiwan's ads creativity has been weak for a long run, and nearly at bottom in Asia for about 10 years.



 Taiwan's most important political advertisements

"UN for Taiwan (Taiwan participating in the UN)" ads campaign:


national ChengChi university major professor's  and Taiwan government's official views

 This website's reviews

 2007 Taiwan government reviews:

 "Unlimited creativity !"

those ads lack creativity !

in addition to efficiency, should we also pay attention to brand personality ?

the scholarly book < 打造 台灣 品牌 > ("building Taiwan brand") by Dr. Cheng, a well-known professor of National Chengchi University

  These ads. puns "very creative and clever !"

For example, "UN Happy" ads in 2005 is about same as "UNhappy birthday" idea in <Economist> (1995, the United Nations 50th birthday), to deliver the message that the UN received more condolences than congratulations.

One more example, a whale in a glass ("End political apartheid" ads) is not original, HSBC and UUnet have similar ones before, creativity should be no boundary & endless, to express  "isolation" or "apartheid" , there're a lot of good ideas appeared before,  for example, many political cartoons printed in 1985 for bloody protests against apartheid in South Africa.

more details pls click Taiwan advertisements





Advertising & Visual design field :

 SHU professor's (Dr. Hsiao) scholarly article in National ChengChi University's  <The Journal of Advertising & Public relations>.


Image ads for Taiwan's former President Chen Hsui-Bian 


China's Nation Father Sun Wen ad in Taiwan Taipei Mayor election campaign
pic 1

Monalisa ad in Taiwan Taipei Mayor election campaign
Pic. 2
another Chen's election ad -  just replace MonaLisa's Xmas hat (pic as above) with a flat hat.

PS: Chen is Taipei mayor at that time 




Picture 1  : "Father of China" Sun Wen was dressed with  former president Chen's sign, a flat hat, and said : "I feel Chen did a good (not bad) job"

Picture 2 :  The ads series also include Mona Lisa, Statue of liberty, and Charlie Chaplin wore Chen's  flat hat.

The political ad has enjoyed top creativity reputation,  reported by <The Journalist>, a major political magazine in Taiwan. 

A paper written by Ad. professor in SHU (evaluated as one of the best creativity university in Taiwan) and printed in <The Journal of Advertising>, the very best Taiwanese Ad. periodical by National ChengChi University, had a case examination & found :



NCCU <The Journal of Advertising> scholarly article

 This web-site's viewpoints

 (1) Most  college students in an opinion survey were positive of this ad. creativity
   A  'person' ( "China Father" Sun wen, Mona Lisa, or Liberty Statue, etc) was dressed with a brand hat (cloth) is not a very original idea (or cliche corny stuff) in design field.
 (2) More than half people in the survey feel the ad. is graphically (very) humorous.
   Sun Wen being dressed with Chen's Bian-hat is not very humorous, cliche won't produces humor effect, unless it's toward  entry-level (in humor field) audiences.
 (3) Improper to use Sun Wen as a spokesperson (endorser) of former President Chen.  
   Sun Wen in the ad. is not a guarantor of Chen.  It's just sort of a role of visual humorous parody instead of a serious endorser.  


 (4) There's no "relationship" between Sun Wen and Chen.
  Unusual relationship usually is better than usual one for attention and impression, etc.
 (5)  Different ideology  between Sun and Chen  
  Chen and DPP may focus on something else in common,  i.e.,  ambition to establish a nation, etc.


 (6) Humour 's nothing to do with "Product" (Chen or DPP)
  This ad humor is connected to the brand (Chen & DPP) after political protests in Taiwan and lots of news reports.

  World famous expert professor in Ad. expressed that people assume anyone makes ads good must also make a good product.  So, it's proper to use Sun Wen as long as the ad convinces Taiwanese that Chen's political party (DPP) is witty,  youthful (contrast his major rival KMT, an "old" political party) & excellent.  All these may transfer to DPP.

  Besides, overthrowing authority (or rebelliousness) style appeals to young voters too (major target segment of DPP ). 
  Ideology relationship is not the only thing needed to be concerned.

PS: according to the paper (Chinese version), spokesperson equals endorser, or a recommendation letter.  

For more details pls click Taiwan's advertising design




Cartooning  & Comics field :

    The scholarly paper <Look into the reason why Taiwan's cartoon industry has not risen> ( National ChengChi University , Taiwan, 2008, Chinese title: <台灣本土漫畫產業不振原因之探討> ,李唯碩,國立政治大學 企管所碩士論文)  uses  “cartoon” / “comic “ as the title, but only discusses about “comic strips” or  "long story manga", ( a Japanese word  not gag cartoons, not political/editorial cartoons, not 4-panel cartoons, not caricature, etc).

    Most academic papers here show their titles in both Chinese language and English language, but in this paper of NCCU you can't find any title in English   so, some grey-zone is out there, if the title is "comics" or "cartoon", the paper should not only discuss manga (long story comic strips), if it is "manga", then the paper needs not to discuss cartooning. 

    Some other Taiwan's scholarly papers only mentioned int'l cartoon contests sponsored by Taiwanese government, but have not referred to < Courage World Cartoon Contest> that already reported by head-page of Asia&Pacific's best award newspaper, <the straits times>, Singapore,  <Courage World Cartoon Contest> includes int'l cartoons better than any contest sponsored by Taiwan's government.   Some Taiwan's scholarly articles praised Japanese Yomiuri contest as "world highest level", but it's not a correct comment, Yomiuri offered "highest amount of money prizes", but gave awards to wrong works or cartoonists again and again although their jury-team is very large.


Comparison Taiwanese ads with Japanese advertisements :

 The scholarly paper <Content Analysis of Taiwanese and Japanese Award-Winning Commercials: A Comparison of Times Advertising Award and Dentsu Advertising Award> (Chinese title:台灣與日本得獎電視廣告之內容分析 以「時報金像獎」與「電通賞」為例,  電視廣告訴求策略之跨文化研究 台灣「時報金像獎」VS 日本「電通賞」in「第十一屆中華民國廣告及公共關係學術與實務研討會」論文集), by professor Dr.  Chao(Zhao)  and  Dr. Zhuang(Chuang)     (文化大學新聞系 Chinese Culture University), was printed in  '04 <The Journal of Advertising & Public relations>  of national Chengchi university Taiwan, the best Advertising periodical in Taiwan, to compare winning works in Taiwan's largest ads contest Times awards (「時報金像獎」) with Japan's famous Dentsu ads contest (「電通賞」) .

 That scholarly paper's view

 This website's view


In "Conclusion" chapter, these 2 scholars (authors) state juries in Taiwan's largest ads contest already found out all those Taiwanese advertisements that crib/plagiarized/learnt from Japanese ads works.
「結論與建議 研究發現」皆明載:「在分析過程中,研究者更發現日本廣告中有為數不少之似曾相識鏡頭,原來是已被台灣廣告彷效或抄襲而為吾人所熟知者,這些成為取法典範的影片幾乎全屬感性訴求,可見日本在這方面的創意發揮是較台灣精緻和高明的。然而台灣廣告模仿日本者反而無一登上獎項金榜,可見評審諸君確有其見地。」)



However, some Taiwan's advertisements in that contest are sort similar to western creativities, the paper did not mention anything about it.
該論文 刊登於台灣最主要的廣告期刊:台灣政治大學<廣告學研究> ,並獲得專攻創意的世新大學教授與另二位學者的意見建議,究論文研究之電視廣告 ,橫跨1998年至 2001年,這段期間的優勝廣告作品確有模仿西方創意的影子 其卻沒有明載。)


Taiwan in world best competition   Metaphor in Advertising design

      The scholarly article 「廣告裡圖象隱喻的構圖原則」in <Journal of Advertising & Public Relations> (No.14),  national Chengchi university, as well as  the paper「廣告裡的圖象隱喻:從多空間模式分析」in  <Journal of Journalism> (No. 62), national Chengchi university, include some examples which are similar to old ideas, e.g., different products as tooth-pastes, a fighter on a carrier.   Besides, a banana ad for <Taiwan Provincial Fruit Marketing Cooperative>(台灣青果社) is not a good idea worth discussing   another banana ad. in the same ads series for that company even hint banana can function as 'Viagra', I'm not sure if it is based on medical research.

     The theme of these 2 articles is about Ad. Graphics.  I think there're 2 errors :

     (1) Author Professors stated that all attached ads examples are fresh, flashing ideas.
     (2) Author Professors stated all attached ads are witty works. 

      In fact, they are not witty or not fresh enough.    I think professors in the future should select and analyze stylish tasted, more witty, well designed works, to assist people in learning better creativity.    

     Those analysis in NCCU periodical is not good for Taiwan's weakness  lacking of creativity,  Taiwan's ads creativity was almost at bottom in Asia from 2004 to 2008.   The Asian advertisements have outstanding achievements in Cannes Ads Festival (see details below), France Europe, even always-weak China 1st time won a golden award there right before Beijing Olympics in 2008 (1st time ad. trade body official visited Cannes).

Table 1 shows Cannes Lions totals for selected Asian nations over the last five years.






















泰國 (Thailand )







大馬 (Malaysia)







菲 (The Philippines )







港(Hong Kong)














印尼 (Indonesia)







越南 (Vietnam )







Table 2 shows Cannes Lions totals for selected Asian nations over the last ten years. 


 total (1999 – 2008)










Hong Kong    


The Philippines   










    comments on other scholarly papers  :    critic    critic1  critics2     critic3     critic4     critic5      critic6     critic7      home



ps1  national Chengchi university, Taiwan
  Taiwan's president Ma was vice professor in national Chengchi university after he obtained PhD. in Harvard U. USA.

National Chengchi university is the best (or one of the best) Humanity & Social Science university in Taiwan.

The 1st president of national Chengchi university is Chiang Kai-shek, NCCU has been major school to educate/train KNT's political men.

★  Most politicians in current KMT government are in one of 2 groups ― alumni/alumnae of national Chengchi university and national Taiwan university.



ps2   Taiwan education sys.
  ★ United Daily News 4/7/2005
Legislator Lee Ou (李敖) criticized presidents of Taiwan's major national universities in Legislation Yuan only selected teachers from their own circle (「近親繁殖」), they should learn the president Tsai Y.P. (蔡元培) of Beijing university in old days who dared to fight against government with backbone and good personality. (「敢跟政府對幹,才是大學校長風骨,第一流知識分子應站第一線」)

 <Transparency International>, Germany,   Dec. 10, 2010

     Education systems ( score 3.2 ) is one among Taiwan's corruption fields, others are  Police: 3.9,  Parliament/legislation: 3.8,  Public officials/civil servants :3.8,  Political parties : 3.5,  military: 3.4,  judiciary3.3 ,  Media  : 3.2.

     ps: Taiwan's largest news media, including <United Daily News>, <the Liberty Times>, <the China Times>,  reported on Dec. 10, 2010 about this news, but didn't mention Taiwan's education system is rotten too.

  Editorial, <United Evening News>, Taiwan, Nov. 22, 2010

      Theme : National Taiwan University should not leave humanism tradition behind

... university is a society's conscience,  it may represents/reflects the whole society in today's Taiwan, even it's a negative symbol of Taiwan ... university lost its humanism tradition, and lost its way in huge amount of donations given by financial groups and expansionism. ......