【作者】 李宁；

【导师】 黄合水；

【作者基本信息】 厦门大学 ， 传播学， 2006， 硕士

【摘要】 在2001年底中国加入世界贸易组织之后,金融服务业受到了广泛的关注,金融行业的品牌建设也被提上议程,广告作为品牌建设的一个重要工具,也日益受到重视。因此,本研究决定对金融服务业的报纸广告进行一个系统的研究。本研究采用内容分析法,以《中国经营报》和《羊城晚报》2000年至2004年五年间出现的金融广告为研究对象,考察金融广告的大小、位置、图片、颜色、模特、诉求、标题、标语、正文等25个相关变量,希望得到金融服务业广告的一些规律性特征,填补金融服务业广告在这方面学术性研究的空白,也为今后金融广告的发展提供一些思路和建议。研究结果主要有三点,第一,从量上来看,相对于其他大众消费品行业的广告量,金融服务业的报纸广告投放的总量不大,但呈增长的趋势,尤其在加入世界贸易组织之后的2002年,金融服务业报纸广告总量增长的幅度较大。其中保险广告和银行广告是金融服务业广告的主力军,外资金融机构和股份制金融机构均表现突出,汇丰银行和平安保险分别是其中的代表企业。第二,从广告表现来看,金融广告总体表现出版面小、图片少、无名人代言、黑白广告居多的特征,因此在提高广告注意力方面较弱,同时广告诉求和广告创意过于迂回和传统,稍显保守,缺乏大创意。第三,不同性质金融机构的广告策略不同,外资金融机构以企业广告为主,多采用企业形象塑造的诉求,较多运用大版面和彩色广告的版面策略;而国内金融机构多以产品广告为主,主要是产品及服务介绍、促销活动告知等诉求,多采取小版面以及黑白广告的版面策略,这些不同也体现了中外资金融机构在企业实力和广告意识上的差距。本研究最后部分给出了一些疏浅的建议,以及研究中存在的不足和未来进一步研究的可能性。更多还原

【Abstract】 After entering the World Trade Organization (WTO) at the end of 2001, Chinese government pays more attention to finance. The financial branding becomes more and more important. As a result, advertising plays a bigger role in financial branding. Based on this background, we decided to make a systemic quantitative research for financial newspaper advertising. We investigated all financial advertisements in China Business Paper and Yangcheng Evening Paper from 2000 to 2004 by content analysis with 25 encoding items. These items gave us the information about the space of whole paper, locations, pictures, colors, models, headlines, slogans, copy bodies of financial advertisements. According to the analysis of these items, we hope to gain some rules and characteristics about financial advertising. At the same time, we also gave some suggestions for the development of financial advertising.There are three key findings of the research as follows. Firstly, the absolute number of financial advertisements was small, but it increased year by year after 2002. Bank advertising and insurance advertising were the main force of financial advertising. Besides, foreign-invested financial institutions and Chinese joint stock financial institutions played a good performance. Secondly, as the advertising expression, the characteristics are small, less pictures, non-star models, black and white. We can find that financial advertising is weak in improving advertising attention value. Thirdly, there have different advertising strategies among different financial institutions. Foreign-invested financial institutions often choose image advertising with big paper space and colorful pictures to express their ideas. Chinese financial institutions use product advertising more often with small paper space and black and white advertisements.At last, we gave some suggestions for financial advertising and limitations of the research.更多还原