本研究旨在探討國軍招募廣告之語言類型及其與視聽眾認知及情感之關係。本研究從相關的文獻探討開始著手，依其理論根據建立本研究之架構與假設，並建立量表為研究工具。本研究分為二個階段：第一階段為國軍招募廣告之語言類型分析，將72則國軍招募廣告進行語言類型之分類，並進行信度及使用次數之有效百分比分析；第二階段採用便利抽樣法進行抽樣，透過網路問卷、電子郵件、郵寄及訪談等方式進行問卷調查，共回收有效樣本419份。針對回收的419份資料，進行描述性統計分析、信度分析及單因子變異數分析。經分析及討論後，有以下重要發現： 1. 國軍招募廣告依Morris語言類型論，可分類出12種語言類型。 2. 不同廣告媒體所使用之語言類型間並無顯著差異。 3. 國軍招募廣告對於一般視聽眾之認知及情感態度有顯著影響。 The main purpose of this research is to find the relationships between the linguistic types of recruiting advertisements of National Military Forces and the cognition and affection of audiences. This research is to set about from reviewing related articles, and set up the structure and hypotheses of this research according to its theoretical foundation, then set up the scale for study tool. Two stages are included in this study: the first stage of the search is to analyze the linguistic types of recruiting advertisements of National Military Forces and sort the 72 pieces of advertisements into 12 kinds of types with the analytical methods like reliability and the effective percentage; and the second stage is to sample by the convenience sampling. Then, the questionnaires are distributed by internet, e-mail, mails and interviewing. The effective response sample is 419 copies. Basing on these effective responses, the quantitative analytical methods are used like the descriptive statistics, reliability and one way ANOVA. After the empirical research, the major findings as follows: 1. The linguistic types of recruiting advertisements of National Military Forces could be sorted to 12 types. 2. There is no significant difference between the different types of advertisement media. 3. There is significant influence of recruiting advertisements of National Military Forces on the attitude of cognition and the affection.