日本設計不論在建築、工業及商業在國際上都具有一流的水準，在近幾年的國際競賽中屢獲大獎並且受到國際的重視，展現出明顯的民族色彩與自我風格的獨特設計表現，成為各個國家學習的對象。
本研究試圖以設計評析的觀點，將日本平面廣告為主題，並以結集豐富得獎作品並由日本知名出版社PIE BOOKS出版之廣告專書「思わず目を引く広告デザイン」作為本研究案例，藉由作品進行設計風格與文化意涵之探索。本研究主要的目的：1.歸納平面廣告視覺表現之類目與其定義。2.從隱喻角度的分析，透過日本傳統文化與美學意識上的探索，彙整出日本平面廣告的風格特徵。3.探討日本平面廣告風格技法與表現形式。
本研究係由文獻分析法及個案研究法進行分析途徑，首先第一階段以文獻分析進行探討，將文獻資料歸納整合並進行研究設計以便進入下個階段。第二階段以研究設計分析樣本之視覺表現與訴求及隱喻相似性類型後進行分類統計，經由本研究分析統整後發現1.廣告中的感性訴求多於理性訴求，並且以象徵訴求及幽默訴求最多。2.隱喻操作模式中關係相似層面的因果關係表現最多。

Japanese design has a top standard in architecture, industry and commerce. It has won international awards in recent years and has got international attention. It shows a unique design of national style and self-style, and become the object of study in various countries.
This research tries to make Japan''s print ads as the theme of the design review, and take the book that collects winning works published by Japan''s well-known publishing house "PIE BOOKS" as the research case, Explore the design style and cultural meaning through the collection. The main purpose of this study: 1. To summarize the visual appearance of plane advertisement and its definition. 2. From the perspective of metaphor analysis, through the Japanese traditional culture and aesthetic awareness of the exploration, organize the Japanese print ads style characteristics. 3. To explore the Japanese print advertising style techniques and manifestations.
In this study, the literature analysis and case study are used to analyze the approach. The first stage is to discuss the literature analysis and to integrate the literature and research and design to enter the next stage. In the second stage, the visual performance of the sample and the metaphorical similarity types was analyzed. The results showed that: (1) The sensibility appeal in the advertisement is more than the rational appeal, and the symbol appeal and humor appeal is most. (2) In the metaphorical operation mode, the causality of the similarity level is the most.