網路廣告的傳播目標基本可分為二型，第一是態度目標：即影響消費者對產品的認知與感覺；第二是行為目標；即引發消費者購買行為。由於現代人每天面對的傳播訊息數量龐大，為了提高廣告的效力，經過設計的廣告，可以提升點閱率，吸引消費者的注意，增加消費者的購買意願或是推薦給其他人引起話題。
廣告中不可或缺的基本元素就是文字與圖像，因此本研究以2(廣告標語訴求類型：理性訴求、感性訴求)×2(廣告圖片排版類型：多圖排版、單圖排版)的受測者間設計，分別以廣告回憶、廣告態度、產品態度、購買意願等四個構面來探討「廣告標語訴求類型」、「廣告圖片排版類型」這兩個自變數對於廣告效果的影響。
本研究以網路購物之靜態橫幅廣告進行實驗，實驗對象是一般網路使用者，共回收三百九十三份問卷。根據本研究結果得知以下結論：
一、使用理性訴求之廣告標語會產生較佳之廣告回憶。
二、使用單圖排版之廣告圖片會產生較佳之廣告回憶、廣告態度與與產品態度。
三、在交互作用方面，感性訴求之廣告標語與單圖排版之廣告圖片會產生較佳之廣告回憶。
四、在廣告態度、產品態度、購買意願方面本研究沒有發現顯著之影響。
根據本研究之結果，不同訴求類型之廣告標語與不同排版類型廣告圖片會產生不同廣告效果，本研究發現廣告標語與廣告圖片有顯著交互作用，但對整體廣告效果只有部份顯著，因此建議行銷人員在設計廣告時候可以加入其他變數，以達最佳廣告效果。

There are 2 basic target of Internet advertising. There first target is Attitude : By using brand recognition to influence the consumers. The second one is Behavior : Influencing how the consumers spend.
With the widespread of Internet in today’s world, people are bombarded with huge amount of information in a daily basis. So to increase the effectiveness of Internet advertising, the advertisements are designed so that it will not only increase the view count, but also it will attract the attention of the consumers, which will help increase the number of consumers who are willing to buy or to introduce it to others by the word of mouth.
The two elements that cannot be neglected in an advertisement iswords and graphics, that is why this research uses 2(Type of slogans：Rational Appeals、Emotional Appeals) × 2(Type of graphics used in Advertising： (Multigraphics layout、Singlegraphics layout) between-subject design to measure the advertising effectiveness including advertising recalls, attitude toward advertisement, attitude toward product, and purchase intention.
Using these four main points to discuss how the type of slogans and the type of graphics layout could influence Internet Advertisement. This research uses the static banners on Internet shopping for experiment, the target of this experiment is the normal user of the Internet.
There are 393 surveys that are done. Here are the results of this survey:
1.The Advertisement that uses Rational Appeal results in good memories of the advertisement.
2.The Advertisement that uses singlegraphics layout results in good memories of the advertisement, attitude towards advertisement and products.
3.Correlation wise, The Advertisement that uses Emotional Appeal, Slogan, and Singlegraphics layout results in good memories of the advertisement.
4.The attitude towards advertisement, products, and also the willingness to buy, shows no significant effect.
The conclusion of this research is that, the different type of appeals of advertisement, and also the different type of layouts could produce different type of effect in advertising. Since the research show partial significant interaction between types of advertising slogans and appeals , it would be better to suggest to add more variable, to maximize the effectiveness of an advertisement.

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