This study tries to examine the whole trends of image researches in advertising area by the historical approaching method. First, the empirical studies in advertising were classified into the corporate image and the brand image sections. Next, the qualitative studies on image researches in advertising were classified into the cultural studies and the semiotics. In the studies on image advertising, a lot of empirical researches are nowadays accumulated to the present. However the qualitative researches are not so many accumulated than the empirical researches. The more qualitative researches should be progressed in image advertising area. The more qualitative researches are accumulated, the more manifest trends would be classified.