We present theoretical and empirical analyses of candidates' platforms in the 2003 and 2009 Japanese House of Representatives elections, in an effort to understand candidates' strategic decisions to emphasize policy debates and to highlight their character-based qualities. Our study highlights the significance of comparative electoral advantages that motivate differing strategies between candidates from different parties, between candidates competing in rural versus urban districts, and between candidates contesting the 2003 versus the 2009 elections. Our study contributes to the growing literature that jointly analyzes politicians' policy-based vote-seeking strategies versus electoral appeals based on valence-related attributes such as competence, integrity, and leadership ability, that may appeal to voters because they enhance winning candidates’ performance in office.