大多數的平面廣告以視覺圖像、文字標題和品牌名稱等三個基本要素來構成。廣告代理商的創意人員在廣告設計中加入圖像，以產生較佳的說服效果，藉此提昇消費者的知覺價值與購買意願。廣告參考物呈現或不呈現，相當類似比較性廣告中比較性強度的概念。本研究透過實驗探討各種不同形式之比較性廣告與非比較性廣告對廣告態度、品牌態度和購買意圖的影響。不同價格產品廣告是否會因消費者心中品牌知名度高低的差異，對廣告態度、品牌態度和購買意願造成影響。實驗驗證結果，最後歸納出二項顯著結果：(一)在比較性廣告與非比較性廣告中，消費者對高價商品的廣告效果並不會高於低價商品的廣告效果。(二) 在直接比較性廣告、間接比較性廣告與非比較性廣告上，高產品涉入度者採用非比較性廣告的品牌態度較佳。透過本研究，提出貼近消費者的建議與研究方向，對廣告設計工作者、廣告主以及廣告研究學者重要參考論述。

Most of the print advertisements are composed of three basic elements of visual image, text title and brand name. The reason for the advertising agency creative people to add images in the advertisement design is to produce a better persuasive effect, thereby enhancing consumers’ perceived value and intention to purchase. The present or absent of advertising reference material is quite similar to the comparative intensity concept of comparative advertisement. The aim of this study is to explore the impact of different forms of comparative advertisement and non-comparative advertisement towards advertising attitude, brand attitude and purchase intention through experiments. Whether or not different prices of product advertisement will generate an impact towards consumers’ brand image variances, advertising attitude, brand attitude and purchase intention. Two significant results were summarized from the experimental findings: (1) In comparative advertisement and non-comparative advertisement, the advertising effect of consumers towards high-priced commodities will not be necessarily higher than low-priced commodities. (2) The brand image attitude of high-priced products to involve adopting non-comparative advertisement is poorer that direct comparative advertisement, indirect comparative advertisement and non-comparative advertisement. The study has proposed the intimate consumer advice and research direction to serve as an important reference for advertising design workers, advertisers and advertising researchers.