海報中存有明顯圖地互換、並置表現的案例，相對於其它的創意方式而言，案例的數量為數並不多，有此種圖地互存、互換的表現，常可發現其創意的特殊性與趣味性，而有別於一般的表現方式，這種以兩個圖像編碼安置在圖地關係上，使用兩種圖像元素來傳遞訊息，兩種圖像元素透過符號意義的轉換及建構，非常有趣、巧妙的呈現出互存、互換的並置關係。此兩種圖像或視覺元素與符號內涵隱喻之間，必定存在某種對應的關聯性，為此促使了本研究與主題的深入探討。本研究分成五個部分：（一）研究動機與目的（二）視覺圖像與符號理論建構（三）正負空間與圖地關係的探討（四）海報樣本中圖像構成的個案分析與歸類研究（五）研究結果與結論。針對廣告海報的樣本以「內容分析法」、「符號學研究」探討其中圖地關係的組合圖像，去分析、分解其視覺圖像的類型和結合形式，深入探討圖像符號的表面特徵以及內在涵意，將符號拆解成外延意義和內涵意義，去透視裡面符號的隱含意象，以及符號和符號之間的關聯性、聯想性，並分析研究其圖像轉化、符碼象徵的轉換過程。從符號類比與符號隱喻的觀點，解讀海報圖像中「圖」與「地」的對應與屬性，研究結果顯現海報中「圖」與「地」之圖像，在創意的設計應用上，存在一定的對應關係，並且具有某種相似與類比的關聯性，設計者可以運用此法或此種對應論點，思考海報創意的發想與運作。

There is not too many examples to show the relationship between image and space, or the positive and negative space arrangement on poster design. Whenever it shows this kind of relationship, it always conveys a special feature, and creativity of coexistent and interchangeable space and image relationship, other than the ordinary presentation. Using two image codes and elements to place on the same plane, to communicate the information within as well as to exchange the meaning of symbols through the construction of signs, notes or symbols. Interestingly, it shows the Co-existence and exchangeable relationship side by side. Between those two images and visual elements must convey some interesting phenomena and metaphor; which pushes me to study the topic.The research will be divided into five parts as follows: 1) The Reasons of the Research 2) The Construction of Visual Image and Symbol or Sign Theory 3) The Studies of Positive and Negative Space Relationship as well as Image and Space Relationship 4) The Studies and Analysis of Image Construction on Poster Designs as Examples 5) Conclusion of Research In connection with poster designs as examples, the methods of Content Analysis and Semiology will be used to study the negative and positive space relationship as well as the image and space relationship. In order to realize the category and formation of visual image with its appearance feature and inner meaning, to analyze and to disassemble the note, sign or symbol to understand the extended and connotation meaning is necessary. To understand the meaning of signs or symbols and their implication, as well as their connection and association, it is required to extract their creative elements, construction method and to studies the transformation of image, and the creative elements of image codes or meaning.From the viewpoint of symbol analogy and symbol metaphor to explain the correspondence and attribute of figure and ground in the playbill image, the results shows that the picture of figure and ground in the poster has certain corresponding relationship on creative design application and has some connection between similarity and analogy. The designer can use this similar theory to think over the creative design of poster.