標語是最貼近品牌的核心書寫，本文首先将標語(slogan )視爲一個敘事單位，認爲標語具有一定的敘事元素與句法軌跡；其次，先設其敘事結構前端，必有預設的框架在主導、影響著後端書寫。因而擇定「功效訴求策略」之標語語料進行三層次的敘事析理。首先，從「序列結構層」開始，透過推列有形與無形的敘事方程式，析理時序組織上的敘事通則；其次，回推「訴求策略層」，藉助符號矩陣對立原則，将敘事方程式往預設方向推究，期能廓清前端的訴求類型及預設框架。最後，下探「轉化元素層」，追究標語之細則表現，亦即其語詞元素或符號是否呼應前頭的預設框架，企圖建構一個理想的標語敘事分析架構，亦順勢歸整「功效訴求策略」標語之敘事文本特色。

A slogan is a brief but repetitive expression of the value and image of the brand. This study not only treats the slogan as a simple rhetorical performance but also traces its presupposition such as having appeal strategy and copy structure ahead. On the other hand, not focusing merely on the final presentation of slogan, this research attempts to explore the narrative structure, denotation and strategic intention of slogan statement. Moreover, the researcher aims at constructing a valuable narrative model for analyzing slogan-related text in the future. The study selects the slogan of functional appeal strategy as main study sample. This paper concludes that it's useful when applying the three tiers (theme tier; structure tier; technique tier) of slogan narrative analyzing model to analyze the slogan text. Results imply that the narrative structure of the slogan which utilizing functional appeal strategy slogan owns some specific features.