金融服務業(yè)報紙廣告內容分析.pdf

1、廈門大學碩士學位論文金融服務業(yè)報紙廣告內容分析姓名：李寧申請學位級別：碩士專業(yè)：傳播學指導教師：黃合水20060401ABSTRACTAfterenteringtheWorldTradeOrganization(WTO)attheendof2001，ChinesegovemmentpaysmoreattentiontofinanceThefinancialbrandingbecomesmoreandmoreimportantAsares

2、ult，advertisingplaysabiggerroleinfinancialbrandingBasedonthisbackground，wedecidedtomakeasystemicquantitativeresearchforfinancialnewspaperadvertisingWeinvestigatedallfinancialadvertisementsinChinaBusinessPaperandYangcheng

3、EveningPaperfrom2000to2004bycontentanalysiswi吐125encodingitemsTheseitemsgaveUStheinformationaboutthespaceofwholepaperlocations，pictures，colors，models，headlines，slogans，copybodiesoffinancialadvertisementsAccordingtotheana

4、lysisoftheseitems，wehopetogainsomerulesandcharacteristicsaboutfinancialadvertisingAtthesametime，wealsogavesomesuggestionsforthedevelopmentoffinancialadvertisingTherearethreekeyfindingsoftheresearchasfollowsFirstlytheabso

5、lutenumberoffinancialadvertisementsWaSsmall，butitincreasedyearbyyearafter2002BankadvertisingandinsuranceadvertisingwerethemainforceoffinancialadvertisingBesides，foreigninvestedfinancialinstitutionsandChinesejointstockfin

6、ancialinstitutionsplayedagoodperformanceSecondlyastheadvertisingexpression，thecharacteristicsaresmall，lesspictures，nonstarmodels，blackandwhiteWeCanfindthatfinancialadvertisingisweakinimprovingadvertisingattentionvalueThi

7、rdlytherehavedifferentadvertisingstrategiesamongdifferentfinancialinstitutionsForeigninvestedfmaneialinstitutionsoftenchooseimageadvertisingwithbigpaperspaceandcolorfulpicturestoexpresstheirideasChinesefinancialinstituti

8、onsuseproductadvertisingmoreoftenwithsmallpaperspaceandblackandwhiteadVertisementsAtlast，wegavesomesuggestionsforfinancialadvertisingandlimitationsoftheresearchKeyWords：Financialadvertising；Advertisingexpression；Contenta