這個研究採用1993與94年所有的時報廣告金像獎267則平面廣告，並且抽樣當年份 的一般平面廣告184則進行內容分析，來瞭解得獎與一般廣告之間圖文互動及各種互動方式 出現的頻率和互動的強度是否有所差異。一併列入比較的變數還包括廣告的主要訊息模式， 也就是資訊式和轉移式廣告，會不會對互動的頻率與強度產生影響。研究的結果顯示，圖文 互動出現在得獎廣告中的頻率比出現在一般廣告中來得高，互動的強度也比較強，而且各種 互動方式的頻率也不相同。此外，訊息模式會影響到各種互動方式被應用的比率，但是對於 互動的強度則沒有影響。

　　　　　Using content analysis as a research method, this study adopts all the 267 Times Advertising Award winning advertisements in 1993 & 94, and samples 184 average print advertisements in the same period to explore their differences of frequency and intensity of picture-headline interaction. Main message strategy, divided into informational and transformational ones, is another variable included to test its influences upon frequency and intensity of picture-headline interaction. The result reveals that picture-headline interaction is employed more often in the award-winning advertisements than in average advertisements; the intensity is stronger, and the interaction patterns are also different. Besides, main message strategy has an influence on the interaction patterns, but not the intensity.