本研究旨在探討體育賽事轉播廣告的「訊息策略」與「影像表現」，前者是內容分析的探討，後者是形式（鏡頭）分析的檢視。本文透過鏡頭如何構築「情節內涵」，例如事件過程、動作細節、人物的觀點與反應、景場的氣氛與節奏等「關鍵幀」（鏡流設計），以說明賽事廣告的創意與訴求策略（主題意念）。研究發現，攝影學中的影視攝影與影像分鏡，主要的意圖是確保導演的原始意念完整的被轉化為影片表現，此與賽事轉播廣告中的主題意念當如何予以意象化有等同的思維脈絡。

The focus of this study is to determine the application of the message strategy (issue of content analysis) and image expression (examination of the formal analysis) of the sporting events broadcast advertising. This study explains the creation and appeal strategy (thematic idea) by lens' plot content, such as the key frame of event procedure, action details, personal point of view and reaction, scene atmosphere and rhythm (design of shot flow).This study found that the use of storyboarding within the cinematography ensures the original idea of the director will be transformed to film and can provide sporting events broadcast advertising a thinking context in visualization of thematic idea.