本研究以金犢獎網路廣告類得獎作品以及5 大熱門入口網站商業式廣告作為樣本來源，以內容分析法進行解構歸納動態式Banner 的設計要素，提出下列7 點華文動態式網路Banner 設計要素，希冀未來設計者得以參考使用：(1). 表現手法：掌握「文字應用」、「實體影像」和「插畫繪形」等表現手法，有助於Banner 廣告創意發想階段。(2). 主題符碼：「品牌符碼」、「生活符碼」和「塗鴉符碼」是設計師最為廣泛應用的主題符碼。(3). 構成形式：運用「對比」、「連續」和「漸序」等構成形式，是加強廣告本身的鮮明度以及產生規律流暢性的重要元素。(4). 邀請式動態圖像：「原地浮現」、「文字敘述」和「上下移動」是邀請式動態圖像最通用的顯示模式。(5). 時間：「6~10 秒」和「11~15 秒」是優秀的Banner 時間區段。(6). 尺寸：「350*200」、「350*100」和「420*80」尺寸比例為入口網站最常使用的廣告尺寸。7. 綜合Banner 設計元素的乘法概念是有效提高創意的設計手法。

Through the viewpoint of a designer, this research endeavors to study the Chinese dynamic banners which currently prevail in the market, trying to understand the diversified design elements and the trends in the Internet advertising market. To achieve these purposes, the research has been conducted using two major approaches: The first approach is to study the winning works of the 15th-19th Advertisement Golden Calf Prizes (Sample A). The second approach is to study the commercial advertisements of the top five portal websites (Sample B). Using the Content Analysis Method, this research has gone through a deconstructive analysis and generalization process as well as a cross-check of Sample A and Sample B, and highlighted the following seven design elements for dynamic banners:1. “Technique of Expression”: The designers have to master diversified techniques including the “Application of Writing”, “Physical Images” and “Illustrations”. These help to inspire creative thinking at the brainstorming stage for the bnners. 2. “Theme Codes”, “Brand Code”, “Life Code” and “Graffiti Code” are the most widely used theme codes by designers. 3. “Constitution and Form”: “Contrast”,“Repetition” and “Gradation” are a few of the important elements used to enhance the vividness of the advertisement; creating a feeling of regularity and smoothness. 4. “Invitation-based Moving Images”:The most commonly-used display models include “Emerging right before your eyes”, “Description in Writing” and “Moving up and down”. 5. “Time”: “6~10 seconds” and “11 -15 seconds” are the time intervals adopted by the most outstanding banners. 6. “Size”: “350*200”, “350*100” and “420*80” are the sizes most commonly used by the portal websites. 7. The Multiplication Concept that integrates all the Banner design elements is also considered as an effective design approach to increase the creativity of the advertisement.