中國人禮俗裏常言禮多人不怪，送禮似乎己成為台灣具有特殊意義節日裡的重要形式。在經濟高度發展講究精緻文化的今日，送禮更是一種流行的趨勢，而且是個前景極佳的市場，要如何掌握這個市場就有待業者們不斷創新，以專業的廣告設計技巧、行銷策略和服務來贏得利潤。
以往禮品行銷的廣告設計，大都是強調禮品物超所值概念的功能。屬於傳統線性說服傳播模式。為跳脫顧客對禮品廣告的刻板印象，創新行銷模式，本論文希望經由台灣送禮文化背景研究及禮品行銷視覺傳達設計的串聯，與顧客建立共識、分享及服務為定義的平面廣告設計傳播模式與概念。
本研究之內容透過整理中西節慶及社會禮俗與海報廣告間的關係，運用現代視覺傳達設計的方法，以海報為表現媒體，營造禮品饋贈溫馨的情境，以建立禮品經銷與禮品贈納良好的視覺形象傳達關係。並期望達到同時提升消費者品牌忠誠度及禮品新鮮感為目標。
本研究內容及結論歸納有下列幾點：
1.本文有系統地研析台灣節慶禮俗起源與背景、送禮行為與心理因素、送禮哲學對廣告意念影響、視覺傳達設計理論與平面廣告應用之關係、視覺傳達設計要素在廣告運用上的地位、後現代主義對平面廣告設計影響、廣告設計的符號理論、禮品平面廣告之廣告策略及創意表現形式等。
2.現代消費文化的現象，影響禮品選購型態，加上感性消費與意象消費的組成，已逐漸形成尋求符號的差異性來增加禮品平面廣告的價值。
3.禮品平面廣告的設計也逐漸可以呈現一種虛擬消費的型態。消費者藉由因為廣告影像視覺與藝術內涵的包裝與感知的影響，烘托使用情境，享受想像自己對於商品的消費效果。使消費者本身強化商品的使用效果，進而產生購買特定禮品的意識。
4.時代環境雖然不斷進步改變，消費者選購禮品習慣的多變性與不確定性，依本文研討，目前來看，還是可以找出一些特定的設計意念，供禮品平面廣告設計者參考。

No one will blame for gifting in Chinese society. Present someone with gift is already becoming a formality of meaningful festivals in Taiwan. Gifting is a popular activity in Taiwan because of highly developed economics and cultures, and will be a good market in the future. The gift vendor should improve the advertisement design techniques, marketing policy and service to get benefit by innovation..
Many advertisement design of gift emphasized the valuable fashion of gift in the past with a concept of convinced communication model. For the purpose of avoiding the old and inflexible impression on gift advertisement. This study wants to establish new print advertisement design concept with common consensus, sharing and service.
This study hope to sort the relation between festivals manners and poster advertisement, display wonderful gift-giving , establish excellent visual communication impression between gift enterprise and comsumers and promote the brand loyalty and curiosity of consumers.
The important conclusions of this study are shown as following:
1. Taiwan festival background , gift-giving activity and mental phenomena, application of theory of visual communication design on print advertisement , the influence of Postmodernism on Print advertisement, symbol theory of advertisement ,advertisement policy of gift print media and originality expression were discussed in this study.
2. Modern consume culture had affected choice of gift purchasing. Perceptual consumption and seeking symbol difference of gift increase the value of print advertisement.
3. Gift print advertisement design can show some style of fictitious consumption which consumers can enjoy the gift- giving due to visual feeling and art content of print advertisement and increase the demand of gift purchasing.
4. Although the economic environment were changing and lots variations and uncertainties of gift purchasing habit. There are still many print advertisement rules about gift sale promotion for designer reference.

1.林品章 1990 <<商業設計>> 台北: 藝術家出版社
2.張悟非，1992，從認知心理的觀念來探討視覺資訊設計的方向，明志工專學報，第24 期，第163-174 頁。
3.張悟非，1997，從認知心理學觀點來探討視覺資訊設計的方向，工業設計，76 期，第2-11 頁。
4.張繼文，1991，商業設計的本質性任務與趨向，嶺東學報。
5.張繼文，1994，視覺傳達設計的認知心理基礎，國教天地，102 期，第33-39頁。
6.李賢輝，1997，WWW 網頁上的視覺傳達與藝術表現第二部份：淺談人類
7.王開立，2001認知的過程與視覺傳達的基本概念，國立台灣大學戲劇研究所論文，網頁設計中圖像的溝通意涵。
8.勵忠發，記號．藝術．情報，正中書局 1996。
9.詹和平編著，後現代主義設計，，江蘇美術出版社，2001年8月
10.楊裕富、林萬福著，後現代設計藝術，田園城市，2002年3月
11.張柏煙 1991 <<商業廣告設計>> 台北：藝風堂
12.陳冠穎 89年4月 “現代商業禮儀” 絲織園地 第 32 期
13.鄒永勝，視覺修辭技巧在平面設計的應用與探討，交通大學應用藝術研究所碩士論文，PP.18~21
14.歐秀明，應用色彩學，雄獅圖書公司，83年8月，P.129
15.John Fiske 著 / 張錦華 譯，傳播符號學理論 Introduction to Communication Studies初版：91/01/16遠流出版。
16.Michelle DeMoss (1990), “Self-Gifts: Phenomenological Insights fromFour Contexts,” Journal of Consumer Research, 17 (December), 322-332.
17.Sherry, John F., Jr. (1983), “Gift-Giving in Anthropological Perspective,” Journal ofConsumer Research, 10 (September), 147-168.
18.Schlendker , B. R. ＆ Leary , M. R.（1982）. Social anxiety and self-presention ：A conceptualization and model . Psychological Bulletin , 92（3）, 641-669.
19.Wooten, David B. (2000), “Qualitative Steps toward an Expanded Model ofAnxiety in Gift-giving,” Journal of Consumer Research, 27(June), 84-95.
20.Otnes, Cele, Young Chan Kim, and Tina M. Lowrey (1992), “Ho, Ho, Woe:
21.Christmas Shopping for ‘Difficult’ people,” Advances in Consumer Research,19, 482-487.
22.Ivan Nye, F. (1979), “Choice, Exchange, and the Family,” Contemporary Theories about the Family, 2, 1-41.
23.Robben, Henry S. J. and Theo M. M. Verhallen (1995), “Behavioral Cost asDeterminants of Cost Perception and Preference Formation for Gifts toReceive and Gifts to Give,” Journal of Economic Psychology, 15, 333-350.
24.Verhallen, T. M. M. and G. J. DeNooij (1982), “Retail Attribute Sensitivity andShopping Patronage,” Journal of Economic Psychology, 2, 39-55.
25.Hyde, Lewis (1979), The Gift, New York: Vintage.
26.Caplow, Theodore (1984), “Rule Enforcement without Visible Means: ChristmasGift-Giving in Middletown,” American Journal of Sociology, 89(6),1306-1323.
27.Mick, David Glen (1986), “Consumer Research and Semiotics: Exploring theMorphology of Signs, Symbols, and Significance,” Journal of ConsumerResearch, 13(2), 196-213.
28.Belk, Russell W. (1979), “Gift-Giving Behavior,” Research in Marketing, 2,95-126.(December), 393-417.
29.Cheal, David (1987), “’Showing Them You Love Them’: Gift-Giving and theDialectic of Intimacy,” Sociological Review, 35 (February), 151-169.(1988), The Gift Economy, London: Routledge.
30.Schramm 1994 <<人類傳播史>> (The history of human communication) 游梓翔 吳韻儀 譯 臺北：遠流圖書公司