本研究針對現在日漸增多的日本化廣告手法，進行消費者對廣告內容解讀後對品牌認知過程的研究。希望藉由此研究釐清下述問題：消費者如何詮釋日本化廣告的手法？對於廣告中採取日本文化元素的符碼與自我認知中的對日印象有什麼樣的意義連結？研究以五則消費商品廣告為主，各針對十位受訪者進行訪談，結果發現：(1) 自我認知中的對日印象會影響對廣告的解讀，而且廣告中所採取的日本文化符碼，其多寡與精緻程度會成為辨識該則廣告是否為日本廣告的指標。 (2) 日本化廣告手法的細膩與否，將會左右消費者對該廣告的好感程度，同時影響消費者對廣告品牌來源國的印象。 (3) 消費者會因為廣告旁白所使用的日本語言而受吸引，但是對日語的了解程度，會影響到對廣告的解讀程度以及品牌來源國的判定。

In this study, we try to understand what kind of brand cognition will happen to consumers when they watch Japanization commercials. There are two major questions in this study. (1) How consumers interpret the Japanization commercials? (2)What kind of connection between interpretation of Japanization commercials and the schema of self-perception toward Japan? There are three major points were found in this study. (1) Consumers’ original image of Japan will influence their judgment toward the commercial. The message format including culture codes and the sophistication will become identify index. (2) The sophistication of Japanization commercials will influence consumers’ affect and also influence their cognition of brand source. (3) Consumers are attracted by the Japan language in the commercial. However, consumers’ familiarity of Japan language will influence their interpretation and cognition of brand source.