| Abstract |
| The advertisement design has worked and developed in many fields. But this study is about props, which people haven`t previously looked at. Through this study we will try to get the recognition and belief of advertisers about props. This study has researched staff of advertising agencies and professors who had worked for the agencies. They were divided into five categories and studied, a type of future-innovation group, a type of pessimism group, a type of reality -adaptation group, a type of sensitivity -consciousness group that were based on the main cause of typical Attitude. The results run as follows. A type of future-innovation group are practical group in choosing props considering their functions and they will be much more possible and creative in the future. A type of pessimism group don`t think that props` role is important. A type of reality-adaptation group have actual ideas on props. A type of sensitivity-consciousness group choose the props by their sense at that moment. These attitudes are reflected by their group`s interest. Through this study, we also noticed clearly that advertisers` belief system is composed of the demandings from each type of groups` particular situations. |
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| Key Words |
| Props, Advertisers, Q Methodology |
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