研究一在探討平面廣告中的廣告文字及廣告人物的臉部表情，兩者搭配對廣告效果有何影響。同時以消費者的涉入程度為干擾變數。本研究將廣告文字區分為「理性文字」及「感性文字」；將臉部表情區分為「中性表情」及「感性表情」；將涉入程度區分為「低涉入」及「高涉入」。
研究二在探討目標廣告前的文章報導，其標題文字及圖文配置對目標廣告的廣告效果有何影響。本研究將標題文字區分為「理性標題」及「感性標題」，將圖文配置區分為「內容文多」及「內容圖多」。
研究三在探討目標廣告後的文章報導，其標題文字及圖文配置對目標廣告的廣告效果有何影響。本研究將標題文字區分為「理性標題」及「感性標題」，將圖文配置區分為「內容文多」及「內容圖多」。
本研究的廣告產品為一虛擬的綠茶品牌，廣告前後的文章報導是以長江三峽為主題。實驗對象為中央大學大學部及研究所學生。
研究結果：
一、「表情感性」的代言人相較於「表情中性」的代言人，能使消費者產生較高的產品態度
二、當消費者涉入程度增加時，「感性表情」的代言人在提昇產品態度的效果會
下降
三、廣告前的文章報導，「標題感性」相較於「標題理性」，能使閱讀者對目標廣告產生較佳的廣告態度

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