近年來，這一傳統上由男性主導的政治領域，近年女性參與人數持續增加。競選標語是在政治上說服選民的最有力的工具之一，為了吸引選民，口號標語不應違反公眾所期望的身份表現。就這點來看，從競選標語中檢視女性候選人的身份意識，是可行性高且合宜的。此研究自建語料庫，從2018年台灣議員選舉活動中蒐集競選口號標語，依據這個自建語料庫所得數據，運用量化研究方法討論（一）動詞選擇、（二）語言特徵，例如主/被動語態、人稱指示詞的使用和語言轉換、（三）言語行為、以及（四）認知隱喻，然後質性探討女性候選人如何在這四個領域展現性別意識形態。研究結果顯示，語言確實乘載了性別意識形態。首先，根據Levin (1993)的英語動詞類類別，女性候選人使用更多與情感或心理性質相關的動詞；第二，從修辭特徵來看，女性候選人的標語中普遍存在被動、直接使用名稱而不使用指示詞、官方和強勢語言的使用；第三，就言語行為來看，女性語言風格傾向於正向情緒表達和間接性語句；最後，在認知隱喻中，女性候選人的隱喻，透露「國家是一個家庭」，展現了她們的公眾形象。簡而言之，女性候選人表現出一種溫暖柔和的母性身份在這四個象限中。語言的使用和迴避在性別的探討中，希望為台灣當代性別意識形態打開一扇窗，並為想要開始涉足台灣政治舞台的女性提供一些使用參考。

In recent years, the number of women participating in politics, which is traditionally a masculine dominated field, has been growing. Election campaign slogans are one of the most powerful tools to induce voters in the political sphere. To appeal to voters, slogans should not violate the identities that the public expect for. In this sense, it is getting feasible and eligible to investigate female candidates' identity through their campaign slogans. A self-built corpus recruited election slogan tokens from the councilor election campaign in Taiwan in 2018. Drawing data from this self-built slogan corpus and applying the quantitative research method, this research attempts to unveil the manipulation of (a) verbal choice, (b) linguistic features, such as active/passive voice, person deixis use, and code switching, (c) speech act, and (d) conceptual metaphors to align female candidates themselves with appropriate gender ideological consideration. Qualitative discussion follows the statistical analysis. Findings manifest that language does index genders and their ideologies. First, based on Levin’s English Verbs Classes and Alternations (EVCA) categories (1993), female candidates use more verbs relevant to emotional or psychological nature. Second, in terms of rhetorical features, passiveness, direct use of name and no deictic use, and official and dominant language use are commonly found in female candidates’ slogan tokens. Third, with relevance to speech act domain, feminine language style inclines towards positive emotion and indirectness. Last, in conceptual metaphor spectrum, female candidates demonstrate their public image with metaphors THE COUNTRY IS A FAMILY. In a nutshell, female candidates project a warm soft mothering identity. Amongst these features in four dimensions, both the employment and the avoidance indexing gender identities are expected to open a window to the contemporary gender ideologies in Taiwan and shed light for women who want to start step into Taiwan's political arena.

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