本文以華人地區普遍信仰的「土地公」為研究對象，從民間文學的角度討論土地公「形象」。在材料與範圍上，以傳說故事為主，爬梳《中國民間故事集成》、臺灣各縣市的民間文學集，找出土地公相關的故事，並輔以相關的筆記小說、廟宇實際考察等資料，對民間文學中的土地公形象加以考察。觀察百姓眼中「土地公」此一神祇的外貌表徵及內在性格，論述土地公形象在民間的建立。在百姓眼裡，土地公慈悲善良，具有捨己救人的美德。神格的土地公能顯靈現神威，協助百姓脫離苦難；而更多的形象卻是如同一般人，面對人世間萬事萬物有著喜怒哀樂的情感，有時貧窮被嘲弄，有時與土地婆拌嘴，甚至與一般百姓們鬥智，呈現出具人情味的多重形象，使我們對其充滿各種想像。

The research subject of the prose is the Earth God, a common belief of Chinese societies, from a viewpoint of folk literature to discuss the “images”. In materials and scope,Mainly by legends, Combing "Chinese folk tales integration",Counties and cities in Taiwan folk literature collection to find Earth God related stories, supplemented by relevant Sketchbooks, temples actual inspection, etc. Folk Literature on Earth God image to be examined. For them, the Earth God is merciful and kind; he also obtains virtues of sacrificing and helping others. The godhood of the Earth God reveals powers to help people from suffering, while the manhood of this god is like ordinary people at most of the time. In other words, the Earth God also contains emotions and feelings towards everything in the world. For instance, the Earth God gets mocked for his poverty, and he argues with his wife from time to time; sometimes he even plays in contest of wits with human beings. This is how the Earth God represents a multiple image of warmness and friendliness, and allows people to have various imaginations.