本研究針對被表現參與者和互動參與者、廣告內容和視覺表現形式等類別，藉由廣告中顯示現實的視覺認知模式，了解視覺慣性及影像表現所傳達的社會互動意義，以利運用於未來廣告表現。研究內容僅針對250份平面推薦式廣告，推薦人所呈現的視覺表現，而對於推薦人的溝通效果、影響方式不在研究範圍之內。分析結果如下: (1) 樣本的廣告內容，以「感性」、「低涉入」居多。推薦人以「名人」、「男性」居多。在訴求對象上，「一般男女」、「女性」多於「男性」。推薦人「不具名」者居多。「名人」、「專家」及「女性」推薦人在感官模式上較高。而「男性」或「典型的消費者」，則多利用「低感官度」的表現。「男性」、「群體」較對觀看者「涉入」。「男性」推薦人特別強化表現者的力量。 (2)推薦人的視覺動作以表示「要求」的注視觀看者，其要求回應的影像動作因推薦人憑藉個人特色，多以「正面角度」顯示涉入互動的關係。並以「水平」的拍攝角度表達平等的親和關係。其中「名人」、「專家」多在廣告中對觀看者提出「要求」、「邀請」或「服從」的態度。推薦人物的「社會距離」的呈現上，則多數集中於表現「個人及社會」關係的「近私人及遠私人距離」的視野範圍，表現個人魅力的密切、伸手可及的距離關係。

This research focuses on the interactive behaviors of “represented participants” and “interactive participants” in the print endorser advertisements. The visual conventions and image acts are communicated the social interactive meaning which will utilities in the advertising presents in the future. Researcher tries to establish a model for understanding the visual cognition modality to be the index. The content is used to comprise the representation and interaction, contents and visual formals, but measurement the advertising effect and approaches. The conclusion as following: 1. Emotional and low involvement advertisements are repeatedly appeared in the sample. And the majority of role in the endorser advertisements are “celebrities”, “experts” and “female.” In sensory modality, “celebrities, experts and female” are also presented higher color saturation than others. In the sample, the image action frequently represented “demand” and “forntal view” to ask target audiences to response. 2. “Male” and “group” are more involved in context than “female,” and frequently shot by “level angle.” About the social distance, (close and far) personal distance are majority in the sample to present the endorsers’ attractiveness.