本研究探討不同的廣告訴求應用在豪華手錶平面廣告。隨著奢侈品市場的不斷擴大，這一類的研究已經成為顯著的。然而，大多數以前的研究調查奢侈品消費行為和他們中的一些重點方面的內容。事實上，感性情緒表現手法是不可或缺的元素，用以組成的精品手錶廣告，試圖帶領讀者通過中樞或外週途徑來處理消息，引起積極的感覺，而非集中的價格本身。 要充分認識到概念，研究開發了兩個環節的研究過程中。第一步是了解和分析所收集的刺激，以檢查不同的內容，在每個廣告訴求廣告訴求的頻率。分析顯示，高檔手錶不僅僅只是高端商品，他們被轉移到不同的符號，嵌入的平面廣告，引起讀者的情緒刺激時，。第二個步驟是採訪的目標消費者是如何處理這些刺激，他們的回憶和態度的變化。所闡明的結果不一致的廣告訴求具有不同程度的召回，根據特定的目標群體。豪華的吸引力，最常用的廣告訴求，可能不一定有回憶度，因為視覺競爭激烈，類似的困難。此外，強大的回憶度，例如性感手法並不一定會導致積極的態度。每個廣告訴求有其長處和短處在回憶和態度的變化，根據不同類型的消費者，促進精品手錶，以達到最大的效果，使用合適的廣告訴求的重要性。 / This study investigated the different advertising appeals that are applied in luxury watch print ads. With the expanding market of luxury goods, the studies on this category have become significant. However, most prior studies investigated consumer behavior to luxury goods and few of them focused on aspect of content. In fact, advertising appeals are indispensible elements for composing print ads since luxury watch advertisers attempt to lead the readers to process messages via central or peripheral route, arousing positive feeling without concentrating the only price itself. To fully understand the notion, the study has developed research process in terms of two aspects. The first step is to understand the frequency of advertising appeals and analyze collected stimuli to examine different contents in each advertising appeal. The analysis demonstrated luxury watches are just more than high- end commodities; instead, they are transferred into various symbols, which are embedded in the print ads to arouse readers’ emotions while exposed to stimuli. The second step is to interview how target consumers process those stimuli, their recall and attitude change. The result articulated discrepant advertising appeals possess different degrees of recall based on specific target groups. Luxurious appeal, the most frequently used advertising appeal may have difficulty in being recalled because of fierce, similar visual competition. Besides, the strong recall, e.g. sex appeal does not necessarily lead to positive attitude. Each advertising appeal has its strengths and weaknesses in recall and attitude change based on various types of consumers, which shows the importance of making use of suitable advertising appeal for promoting luxury watch to reach the greatest effect.