消費者透過廣告對需要存在產生認識，當有需求產生時，則會從記憶中提取曾經看過的商品訊息，以發展出選購決策(Solomon, 2009)。現今商業廣告競爭激烈，普遍性或常見的廣告手法容易被消費者忽視與遺忘，必須利用消費者追求新穎慾望，藉由創新的手法來鼓勵消費者討論，將視覺形式重新變化闡述訊息內容，創造出新的廣告意義與印象，刺激消費者好奇心。而優異的得獎廣告被視為有效的廣告指標，若能得知其設計內容與視覺形式的規則性，將能作為設計教育重要的參考。不過需要高聯想力的得獎廣告創意是否同樣獲得一般消費者認可值得深思，以及現有的相關傳統美學教育機制，均無以科學機制作為測量，而腦電波研究也無以得獎作為議題的探討。因此，在本研究中欲解析優良平面廣告設計方式，調查得獎廣告創意是否能被消費者認可獲得較好的態度，並透過EEG腦電波實驗比較得獎與非得獎廣告刺激對大腦各區域的反應。本研究結果顯示：

(一)從優良平面廣告設計解析的結果上，發現在視覺形式上，得獎廣告擅長運用藝術形式來表現商品訴求，例如善用插畫獨特的筆觸或具個性化的畫風詮釋商品圖像，以類似水墨畫的筆觸、留白面積與色調呈現畫面，使整體具有古樸與意境之美。對於圖像造形，則是嘗試改變原有事物的材質、色彩與造形等特徵，打破觀者對圖像的認知習慣，創造出一種既熟悉又具新穎感的設計。在設計內容上，得獎廣告具有修辭學的說服力，例如善用隱喻的暗示性傳達事物間的關聯，間接訴求商品訊息，或是運用引用、譬喻、誇飾、象徵等修辭語彙方式，將主要闡述的訊息內容透過修辭技巧，強化訊息傳遞的說服率，進而提高廣告效果。因此，優良廣告設計善用文學修辭與藝術形式的表現，強化廣告創意的優異效果。

(二)得獎比非得獎廣告有較高的消費者態度。得獎廣告具有較高的廣告創意與商品喜好，非得獎廣告則有較高的商品聯想，專家認可的得獎廣告創意與消費者感受一致。得獎廣告較常使用遠距離的聯想方式，創造新的事物連結關係性，讓觀眾對商品進行聯想結合，進而引發出觀者對新穎事物的好奇心，產生較高消費者態度。而非得獎廣告較常使用直覺熟悉的美麗景象來呈現商品訴求，雖然能讓商品與廣告表現的關聯性較高，使觀眾快速聯想到商品，但也因此表現手法較為常見熟悉無法產生新奇感，也就無法增加較高的消費者態度。

(三)得獎比非得獎廣告更能引發較高的大腦活動反應。在ERP分析裡，得獎廣告可以誘發右額顳區P3、LPC與900-1400的反應。在得獎廣告設計裡，常有許多新奇有趣的表現，能誘發情緒的記憶反應，也能啟動大腦聯想的思維，使右額顳區的情緒與記憶功能更加活化。在ERSP分析裡，非得獎廣告在頂區與枕區的Theta波活化高於得獎廣告，代表非得獎廣告的視覺工作記憶與閱讀訊息處理的能量較多。因非得獎廣告訊息量較複雜、文字量多、主圖外還有其他元素，也常使用熟悉事物傳遞廣告訊息。相對於，得獎廣告的單一訊息、文字量少、主圖外較無其他元素，常運用獨特思維的設計廣告訊息，大腦不需要花費較多的視覺工作記憶與閱讀能量進行處理。

本研究證實得獎廣告可以被視為一種有創意的商業傳播工具。相較於非得獎廣告，得獎廣告較能誘發大腦額區的Theta頻帶活動，喚起P3、LPC、900-1400事件相關電位。得獎廣告確實引發觀者大腦認知差異，為專業得獎認可提供神經科學數據佐證與支持。在未來設計教育指導與神經美學的應用上，本研究建議廣告展出前可以先觀察右額顳區在P2、P3、LPC、900-1400與Theta頻帶的腦波數據，偵測比較消費者對廣告的大腦反應，將能更有效地發揮廣告效果。

Consumers develop their understanding of the existence of needs through ads. When their needs are met, they will recall product messages they have seen from memory to make a purchase decision. In the current fiercely competitive environment of commercial ads, general or common advertising strategies will be easily ignored and forgotten by consumers. Therefore, it is necessary to utilize consumers’ desire for novel products and innovative strategies to encourage them to participate in the discussion, re-change visual forms to demonstrate message content, create new advertising meanings and impressions, and stimulate consumers’ curiosity. WAs are viewed as an effective adverting index, and the regularity of their design content and visual forms can be important reference for design education. However, worthy of reflection is whether the creativity of WAs requiring high association can win the recognition of general consumers. Therefore, this study intended to analyze the design approaches of print ads, investigate whether the creativity of WAs can develop a good consumer attitude, and use the EEG experiment to compare the responses of the various regions of the brain to WAs and NWAs. The research results showed that:
1.According to the analysis results of quality print ad designs, this study found that, in terms of design technology, WAs make the best use of the expression of art forms to promote products. For example, WAs make the best use of unique brushwork of illustrations or painting style with personality to interpret product image. WAs may also use brushwork similar to ink painting to use blanks and tones to display an image and accentuate the uniqueness and novelty of the image. In terms of image shapes, WAs attempt to change the original features of objects, such as materials, colors, and shapes, to break audiences’ cognitive habit of viewing images, as well as create a familiar, but novel design. In terms of design meanings, WAs have rhetoric persuasiveness. For example, WAs make the best use of metaphorical hints to convey or project an association among objects, indirectly promote product information, or use the persuasiveness of various rhetorical expressions, such as citation, metaphor, hyperbole, and symbolism to strengthen the success rate of the information to be conveyed using rhetorical expressions, in order to further achieve effective communication with rhetorical persuasiveness. Therefore, quality ad designs require art expression or rhetorical persuasiveness to enable audiences to perceive the superiority of advertising creativity.
2.Consumer attitude towards WAs is higher than that towards NWAs. The advertising creativity and product preference for WAs are high, while those for NWAs are lower, which verifies that the WAs approved by experts are consistent with consumers’ feelings. WAs more frequently use remote association to create new connections among things to enable audiences to develop an association with products, further trigger their curiosity about novel things, and develop higher consumer attitude. NWAs more frequently used instinctive and familiar landscapes to reflect product appeal. Although the association between product and advertising expression is high, and can enable audiences to rapidly recall products, such common and familiar expression approaches fail to trigger their curiosity or increase higher consumer attitude.
3.Compared with NWAs, WAs can better trigger higher brain activity and response. In ERP analysis, WAs can induce the responses of P3, LPC, and 900-1400 at the right frontotemporal region. In this study, P2 represents that advertising preference is associated with emotional memory and response. P3 represents that adverting creativity is associated with emotional memory associations. LPC and 900-1400 represent that advertising memory is associated with emotional memory. In WAs design, there are usually many novel and interesting expressions that trigger emotional memory responses, which activate the brain’s associative thinking, to better activate the emotion and memory functions of the right frontotemporal region. In ERSP analysis, the activation of Theta wave of NWAs at parietal and occipital regions are higher than that of WAs, suggesting that the energy required for visual memory and reading information processing of NWAs is higher. The information of NWAs is more complicated, and the amount of text is larger. In addition to the main image, NWAs include other elements, and frequently uses familiar things to convey advertising information. On the contrary, the information of WAs is single, and amount of text is less, and they seldom include other elements besides the main image. WAs frequently use the advertising information design of unique thinking, and the energy required by the brain to process reading information is lower.
This study verified that, WAs can be regarded as a creative commercial communication tool. Compared with NWAs, WAs can better trigger the Theta frequency activity of the frontotemporal region of the brain, as well as the ERP of P3, LPC, and 900-1400. WAs can indeed induce cognitive differences in the brains of audiences, which provides neuroscientific data evidence and support for the recognition of professional WAs. In terms of future instruction regarding the design education and application of neuroaesthetics, it is advised to observe the EEG data of the Theta frequency of P2, P3, LPC, and 900-1400 at the right frontotemporal region first, and then detect and compare consumers’ brain responses to ads before broadcasting them, in order to more effectively fulfill the advertising effect.

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