本研究旨在探討平面廣告傳達品牌的效果，乃因今日種種設計都經常需要結合品牌來做行銷。而研究中利用文獻探討歸納出研究調查方法，並透過質化與量化兩種方式進行分析（第27屆時報廣告金像獎平面類），得到結果如下： 1.本研究推論68%~86%（95%信賴水準）的民眾對於品牌行銷置於平面廣告中效果感受是達60分以上的；而樣本（一百三十四份）的品牌平均分數為66分，為一個接近於常態分佈的型態，而平面廣告傳達品牌的效果，傾向於60分以上且在70分到74分之間為最多。 2.樣本的十四類別與品牌十個問項排名資料，均顯示與生活相關度高的財貨類（有形產品）平面廣告，對於傳達品牌的效果上較為優良，而提供勞務等服務（無形產品）在傳達品牌效果上較為遜色。 3.原創品牌訊息傳遞有.3375的實質效果。亦即品牌的原創重點傳達，三個中至少有一個以上能準確傳達給觀看平面廣告的民眾。 4.平面廣告設計在傳達品牌的語言上（大標題與圖），最適於表現的為：能滿足消費者、產品獨特性、優良的設計、完好的產品與品牌形象；較弱的項目為品牌能帶給閱聽眾的信用與信賴感。 5.質性組焦點團體對廣告設計中品牌表現的分數預測，與實際上傳達給民眾的感受是中度相關的，亦即品牌議題傳達上優良的作品，雖不一定能全然獲得民眾的相同觀感，但並沒有太大的差距。 Most of the designs usually combine with brand to marketing in present society. For the reason, this study aimed at treating the brand marketing effect in graphic visual advertisement. The study applies literatures discussion to generalize the investigating method of research and proceeds with analyses by the cross-section survey (Questionnaire & Focus group discussion). The study gets five conclusions as follows: 1. The study deduces that there are sixty-eight percent to eighty-six percent of public get sixty above of brand scores about brand marketing in graphic visual advertisement. The skewed distribution of the sample brand score is almost a normal curve and average score is sixty-six. Skew to the left means that the brand scores are almost between seventy and seventy-four score. 2. The fourteen category in the sample and ten questions in brand questionnaire show that the material goods are better than immaterial service in graphic advertisement of brand communication. 3. The original brand can get Thirty-three percent of communicating rate; namely, an average in every three graphic visual advertisements can communicate accurately to the public. 4. The graphic advertisement design (Title and image) would be beneficial to communicate the point of the brand. It is suitable to perform such as uniqueness of products, good design, satisfying consumers, and brand image. But the weak item is that brand brings public the credit and confidence. 5. The coefficient of correlation between Qualitative and quantification group is middle that presents a quality work which has a good brand topic on communicating doesn’t mean it can get all public’s identification, but the difference is not far.
