資訊安全問題在近年來有加劇嚴重的趨勢，如此的因素也孕育了許多以「資訊安全」為主題的研究，但這一類型的研究目前都僅限於探討技術或管理層面，極少針對行銷面來作分析，尤其並無發現廣告相關的研究，因此希望可以藉由本次研究探索資訊安全在廣告方面的表現。
本研究以內容分析法分析過去十年（1994∼2003）在資訊類型雜誌中的資訊安全廣告，利用「時間」、「產品種類」、「廠商類型」以及「目標顧客」四個變數，分別探討資訊安全廣告在橫（時間趨勢）與縱（廣告表現模式）兩方面的變化與表現。
研究結果顯示，資訊安全廣告在「時間趨勢」方面，以「產品種類」、「訴求策略」、「廣告訊息量」、「話題回應」與「品牌形象」這五項類目有著明顯的變化；在「廣告表現模式」方面，以「圖像—標題」、「比例結構」、「訴求策略」、「表現方式」與「品牌形象」這五項類目有著明顯的變化；而唯一在兩方面皆不受任何變數影響的類目只有廣告中的「安全性表達」。
整理研究結果，可以歸納出八項發現，在「時間趨勢」方面，第一、資安廣告在整個研究時間，都以「實體產品」為主要行銷目的；第二、廣告表現由「功能導向」轉為「情感導向」；第三、廣告的製作策略遵守著「產品生命週期」與「廣告策略」的關係；第四、「話題回應」的表現方式與資安事件發生的次數呈反比的成長。在「廣告表現模式」方面，第一、不同的廣告目的（產品種類、廠商類型、目標顧客）都會有不同的廣告表現；第二、資安廣告的首要目標即在於安全感的表達；第三、大量的圖像使用；第四、廣告訊息量偏多。
本研究提供資訊安全在廣告方面的初探性實驗結果，並且也提供業界針對時間與市場對於資安廣告的關係。

There are many studies about information security, but merely limited in the technologic and managerial fields. The purpose of this research is to discover information security advertisement in two ways – the time trends and the advertising presentation.
The research uses the content analysis with four variances – time, category of products, type of enterprises, and targeted customers to analyze information security advertisement on computer magazines in the past ten years (1994~2003).
According to research findings, there are some obvious changes in category of product, appeal strategy, amount of advertising message, topic reply and brand image in time trends. On the other hand, picture-headline effect, proportion structure, appeal strategy, presentation type, and brand image have apparent differences in advertising presentation. It can be concluded to eight findings from research results:
1.”product” is always the main marketing objective;
2.advertising presentation is from ration to emotion;
3.follow the “product life period” and “advertising strategy” rule;
4.the amount of topic reply has gradually decreased;
5.different advertising purposes have different advertising presentation;
6.“expression of safety” is primary objective;
7.huge amounts of image usage;
8.the amount of advertising messages in information security advertisement is more than other types of advertisements.

致謝詞 I
摘要 III
ABSTRACT IV
內容目錄 V
表目錄 VII
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 資訊安全與資訊安全市場 4
第二節 廣告表現與構成要素 17
第三節 廣告訴求與訴求策略 24
第四節 廣告與品牌形象 30
第三章 研究方法 34
第一節 研究對象與範圍 34
第二節 研究方向與編碼類目建構 37
第三節 統計方法 47
第四節 資料收集與信度檢驗 49
第四章 研究結果與發現 56
第一節 1994~2003資訊安全廣告整體趨勢 56
第二節 資訊安全廣告之廣告表現模式 83
第五章 討論 112
第一節 整體趨勢演變 112
第二節 廣告表現模式 119
第三節 資安廣告中的獨特風格—圖像安全感表現 125
第六章 結論與建議 131
第一節 結論 131
第二節 研究貢獻 135
第三節 研究限制與建議 136

中文部分
王石番（民80）。傳播內容分析法－理論與實證。台北市：幼獅。
王旭正（民91）。系統安全。行政院國家科學委員會科學技術資料中心。
台北市雜誌商業同業公會（民92）。2003年雜誌閱讀率排名與分析報告。民國92年6月，取自：http://www.magazine.org.tw/enews/list/124_0805.htm#b06
李順仁（民92）。資訊安全。臺北市：文魁資訊。
吳瑞明（民83）。系統安全問題與防護措施。資訊與教育，40，6-12。
祝鳳岡（民84）。「廣告感性訴求策略」之策略分析。廣告學研究，5，85-112。
祝鳳岡（民85）。「廣告理性訴求策略」之策略分析。廣告學研究，8，1-26。
陳至哲、林瓊王睿、王凱（民91）。資通訊安全技術及市場發展趨勢分析。財團法人資訊工業策進會資訊市場情報中心（MIC）。
陳清芳、趨勢科技紅色警戒小組（民91）。電腦病毒紅皮書。台北市：趨勢網路軟體教育基金會。
黃俊英（民92）。行銷學的世界。台北市：天下遠見文化事業。
張真誠（民91）。資通安全概論。行政院國家科學委員會科學技術資料中心。
管倖生（民86）。廣告設計－Advertising design。台北市：三民。
劉建順（民93）。現代廣告學－Contemporary advertising。台北市：智勝文化。
趨勢科技（民92）。使用者調查。民92年10月31日，取自：http://www.trendmicro.com/tw/about/news/pr/archive/2001/pr011004-2.htm
羅文坤（民78）。廣告學－策略與創意。台北市：華泰。
羅文輝（民83）。精確新聞報導。台北市：正中。

英文部分
Aaker, David A.(1996). Building Strong Brand. New York: Free Press.
Aaker, David A., & Norris, D.(1982). Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22, 61-70.
Biel, Alexander L., & Aaker, D.A.(1993). Brand equity and advertising. NJ: Lawrence Eribaum Associates.
Blankenstein, Karen J, Smith, Mickey, & Banahan, B.F.(1987).The effectiveness of appeals used to advertise nursing homes in the yellow pages. Health Marketing Quarterly, 4, 75-89.
Boulding, K. E.(1956). The image. Mich: University of Michigan Press.
Bowen, Lawrence, & Schmid, Jill(1997). Minority presence and portrayal in mainstream magazine advertising: An update. Journalism and Mass Communication Quarterly, 74, 134-147.
Bridge, Harry Penrose(1949). Practical advertising: a comprehensive guide to the planning and preparation of modern advertising in all of its phases. New York: Rinehart.
Burgoon, Michael, Pfau, Michael, & Birk, Thomas S. (1995).An inoculation theory explanation for the effects of corporate issue/advocacy advertising campaigns. Communication Research, 22, 485-506.
Caples, John.(1974).Tested advertising methods.(4th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Carrigan, Marylyn, & Szmigin, Isabelle(1999). The portrayal of older characters in magazine advertising. Journal of Marketing Practice, 5, 248.
Childers, Terry L., & Houston, Michael J.(1984).Conditions for a picture-superiority effect on consumer memory. Journal of Consumer Research, 11, 643-654.
Cohen, A. R.(1957). Need for cognition and order of communication as determinants of opinion change. New Haven, CT: Yale University Press.
Computer Emergency Response Team/Coordination Center(2003). CERT/CC Statistics 1988-2003. Retrieved December, http://www.cert.org/stats/cert_stats.html
Corbett, Edward P. J.(1971).Classical rhetoric for the modern student.(2nd ed). New York: Oxford University Press.
Dichter, E.(1985). What's in an image. The Journal of Consumer Marketing, 2, 75-81.
Dobni, Dawn, & Zinkhan, George. M.(1990). In research of brand Image: A foundation analysis. Advances in Consumer Research, 17, 110-119.
Donald, D. W.(1955). Basic text advertising. New York: Pleasantville.
Ducoffe, Robert H.(1996).Advertising value and advertising on the web. Journal of Advertising Research, 36, 21-35.
Dunn, S. Watson, & Barban, Arnold M.(1978). Advertising: its role in modern marketing. (4th ed.). Hinsdale, Ill.: Dryden Press.
Edell, Julie A., & Keller, Kevin Lane(1989). The information processing of coordinated media campaigns. Journal of Marketing Research, 26, 149-163.
Edell, Julie A., & Staelin, Richard(1983).The information processing of picture in print advertising. Journal of Consumer Research, 10, 45-61.
Ford, John B., Kramer, Patricia Voli, Honeycutt, Earl D. Jr., & Casey, Susan L.(1998). Gender role portrayals in Japanese advertising: A magazine content analysis. Journal of Advertising, 27, 113-125.
Ford, John B, LaTour, Michael S., & Clarke, Irvine (2004). A prescriptive essay concerning sex role portrayals in international advertising contexts. American Business Review, 22, 42.
Ford, John B., LaTour, Michael S., & Honeycutt, Earl D. Jr.(1997). An examination of the cross-cultural female response to offensive sex role portrayals in advertising a research note. International Marketing Review, 14 ,409.
Haskins, J., & Kendrick, A.(1991). Successful advertising research methods. Illonois: NTC Business Books.
Hirschman, Elizabeth C. & Holbrook, Morris B.(1982). Hedonic consumption: Emerging Concepts, methods and propositions. Journal of Marketing, 46, 92-101.
Holbrook, Morris B., Chestnut, Robert B., Oliva, Terence A., Greenleaf, Eric A.(1984). Play as a consumption experience: the roles of emotions, performance and personality in the enjoyment of games. Journal of Consumer Research, 11, 728-739.
Hotchkiss, George Burton(1949). Advertising copy. (3rd ed.). New York: Harper.
Houston, Michael J., Childers, Terry L., & Heckler, Susan E.(1987).Picture-word consistency and the elaborative processing of advertisements. Journal of Marketing Research, 24, 359-369.
Hyman, Michael R., & Tansey, Richard(1990). The ethics of psychoactive ads. Journal of Business Ethics, 9, 105-114.
International Organization for Standardization(2003). The ISO 17799 Service & Software Directory. Retrieved December, from http://www.iso17799software.com/
Jhally, Sut(1990). The codes of advertising: fetishism and the political economy of meaning in the consumer society. New York: St. Martin's Press.
Johar, J. S., & Sirgy, Joseph M.(1991). Value-expressive versus utilitarian advertising appeals: when and why to use which appeal. Journal of Advertising, 20, 23-33.
Kassarjian, Harold H., & Robertson, Thomas S.(1991). Handbook of consumer behavior. NJ: Prentice-Hall.
Keller, Kevin Lane(1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
Keller, Mary D., & Swan, Carroll J.(1986). Six points that will step up the pulling power of your ads.(4th ed.). Lincolnwood, IL: NTC Business Books.
Kerlinger, Fred N.(1986). Foundations of behavioral research. (3rd ed.).New York: Holt, Rinehart and Winston.
Kotler, Philip. (1997). Marketing management: analysis, planning, implementation, and control. (9th ed.). Englewood Cliffs, N.J: Prentice-Hall.
Krippendorff, Klaus(1980). Content analysis: an introduction to its methodology. Beverly Hills: Sage.
Laskey, Henry A., Fox, Richard J., & Crask, Melvin R. (1995).The relationship between advertising message strategy. Journal of Advertising Research, 35, 31-40.
Lutz, Kathryn A., & Richard J. Lutz(1977), The effects of interactive imagery and learning: application to advertising. Journal of Applied Psychology, 62, 493-498.
Lutz, Kathryn A., & Richard J. Lutz(1978), Imagery-eliciting strategies: review and implications of research. Consumer Research, 5, 611-620.
Marchand, June, & Filiatrault, Pierre(2002). AIDS prevention advertising: different message strategies for different communication object. International Journal of Nonprofit and Voluntary Sector Marketing, 7, 271-286.
Maslow, Abraham H.(1954). Motivation and personality. New York: Harper.
McAlister, Leigh(1979). Choosing multiple items from a product class. Journal of Consumer Research, 6, 213-24.
McAlister, Leigh(1982).A dynamic attribute satiation model of variety seeking. Journal of Consumer Research, 9, 141-150.
McAlister, Leigh, & Pessemier, Edgar(1982).Variety seeking: an interdisciplinary review. Journal of Consumer Research, 9, 311-322.
Miniard, Paul W., Sunil Bhatla, Kenneth R. Lord, Peter R. Dickson, & H. Rao Unnava(1991).Picture-based persuasion processes and moderating role of involvement. Journal of Consumer Research, 18, 92-107.
Ogilvy, David(1964). Confessions of an advertising man. New York: Atheneum.
Ogilvy, David(1983). Ogilvy on advertising. New York: Crown.
Park, Whan C., Jaworski, Bernard J. & Maclnnis, Deborah J.(1986). Strategic brand concept-image management. Journal of Marketing, 50, 135-145.
Parker, Donn B. (1997).The strategic values of information security in business. Computer & Security, 16, 572-583.
Plutchik, R.(Ed.)(1994).The psychology and biology of emotion. Harper Collins College.
Pollay, Richard W.(1985). The subsiding sizzle: a descriptive history of print advertising 1900-1980. Journal of Marketing, 49, 24-37.
Puto, C. P., & Wells, William D.(1984). Informational and transformational advertising: the difference effects of time. Advances in Consumer Research, 11, 638-643.
Randall, Geoffrey(1997). Do your own market research. (1st ed.). Kogan Page Ltd. Big Apple Tuttle Mori Agency.
Resnik, Alan(1977).An Analysis of Information Content in Television Advertising. Journal of Marketing, 41, 50-54.
Reynolds, Thomas J., & Gutman, Jonathan(1984). Advertising is image management. Journal of Advertising Research, 24, 27-37.
Roman, Kenneth, & Maas, Jane.(1976). How to advertise. New York: St. Martin’s Press.
Ronald, Taylor E.(1999). A six-segment message strategy wheel. Journal of Advertising Research, 39, 7-17.
Rossiter, John R., & Percy, Larry(1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9, 263-274.
Schramm, W.L.(1971). The science of human communication new directions and new findings in communication research. New York: Pantheon Books Press.
Shimp, T. A.(1981). Attitude toward the ad. as a mediator of consumer brand choice. Journal of Advertising, 10, 9-15.
Simon, Julian L.(1971). The management of advertising. (1st ed.). New York: Prentice Hill.
Snipes, Robin L., LaTour, Michael S., & Bliss, Sara J.(1999). A model of the effect of self-efficacy on the perceived ethicality and performance of fear appeals in advertising. Journal of Business Ethics, 1999, 273-283.
Snyder, M., & DeBono, K.G.(1985). Appeals to image and claims about quality: understanding the psychology of advertising. Journal of Personality and Social Psychology, 49, 586-597.
Tarn, David D C.(2001). Measuring female role portrayals in asian advertising: taxonomy and comparative study between Japan and Taiwan. Journal of Promotion Management, 7, 91.
Taylor, Charles R, Lee, Ju Yung, & Stern, Barbara B.(1995). Portrayals of African, Hispanic, and Asian Americans in magazine advertising. The American Behavioral Scientist, 38, 608.
Taylor, Charles R, & Bang, Hae-Kyong(1997). Portrayals of Latinos in magazine advertising. Journalism and Mass Communication Quarterly, 2, 285-304.
TruSecure.(2003). ICSA Labs' 2002 Virus Prevalence Survey. Retrieved March 10, 2004, from http://www.trusecure.com/company/events/event718.shtml
Turley, L. W., & Kelley, Scott W.(1997).A comparison of advertising content: Business to business versus consumer services. Journal of Advertising, 26, 39-49.
Vaughn R.(1980). How advertising works: a planning model. Journal of Advertising Research, 20, 27-33.
Wells, William, John Burnett, & Sandra Moriarty(1992). Advertising: Principles and practice.(2nd ed.). Englewood Cliffs, NJ：Prentice-Hall.
Wiechmann, Jack G., & Gregory, James R.(1991). Marketing Corporate Image. USA: NTC Business Books.
Wimmer, Roger D.(1994). Mass media research : an introduction. (4th ed.). Belmont, Calif: Wadsworth.
Zanot, E.C., Pincus, J david, & Lamp E.J.(1983).Public Perceptions of subliminal advertising. Journal of advertising, 12, 39-45.
Zhou, Nan, & Chen, Mervin Y. T.(1997). A content analysis of men and women in Canadian consumer magazine advertising: Today's portrayal, yesterday's image?. Journal of Business Ethics, 16, 485-496.