數位科技快速改變人類的價值觀與生活型態，網路成為接觸商品資訊的主要來源，青年族群是不可忽視的消費主力；轉換傳統品牌行銷模式、創造與青年族群共感的視覺策略，成為當今重要的課題。本研究主要目的在了解消費者對於廣告視覺符號的偏好，提出廣告視覺建議與品牌視覺行銷策略。本研究以Nike支線品牌廣告為例，根據符號學理論，探討平面視覺廣告圖像構成與意義，透過焦點團體訪談進行深度探討，了解青年消費者對於品牌廣告視覺符號的感受與偏好。經由網路問卷蒐集資料，驗證流行視覺是吸引青年消費族群關注的元素，並比較訪談與問卷結果兩者間的差異或共同點，最終歸納出品牌執行視覺行銷策略的建議。
本研究結果在廣告視覺符號的偏好分析共四項：(1)廣告視覺與主題必須明確且一致。(2)視覺種類與設計風格具備多元性與創意性。(3)廣告視覺應具備文化精神。(4)廣告視覺符號中，「色彩」、「內容」、「結構」應三者兼具，可著重於「色彩」與「內容」。在品牌行銷經營策略共五項：(1)建立明確的品牌目標。(2)品牌經營非隨波逐流，應更專注企業擅長領域與客群。(3)品牌視覺改造非銷售成長主因，長期經營才是品牌成長的因素。(4)廣告獲得共感與品牌記憶點，是品牌視覺行銷的關鍵。(5)品牌行銷需符合消費者真實需求。

Digital technology is rapidly changing human values and lifestyles. The internet has become the main source of commodity information, and young people are the main consuming power that cannot be ignored. Transforming traditional brand marketing models and creating visual strategies that empathize with young people have become current important issues. The main purposes of this study were to understand consumer preferences for advertising visual signs, and to propose suggestions for advertising visuals and strategies for a brand’s visual marketing. This research used advertisements of Nike sub-brands as examples in line with the theory of semiotics to explore the composition and meaning of graphic visual advertising images. In-depth focus group interviews were conducted to understand young consumers’ perceptions and preferences of visual signs in brand advertisements. Online questionnaires were used to collect data for verifying popular visuals as elements that attracted the attention of young consumer groups and for comparing the differences or commonalities between the results of interviews and questionnaires. Finally, visual marketing strategies and suggestions were summarized and proposed for brand implementation.
The results were four items in the preference analysis of advertising visual signs as follows. (1) Advertising visuals and themes should be clear and consistent. (2) Visual types and design styles should be diverse and creative. (3) Advertising visuals should have cultural essences. (4) “Color”, “content” and “structure” should be combined in advertising visual signs and the emphasis could be on “color” and “content”. There were five business strategies in brand marketing as follows. (1) Brand goals should be clear. (2) Brand management should not follow the trend but should focus more on the company’s areas of expertise and customer groups. (3) Brand visual transformation was not the main reason for sales growth while long-term management was the factor for brand growth. (4) The key to brand visual marketing was to gain empathy and brand memory in advertisements. (5) Brand marketing should meet the real needs of consumers.

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