Content Analysis Of Bank TV Advertisements In China

This thesis is a research on the TV advertisements of Chinese Banks in the year 2008.The methodology of content analysis is adopted to examine the amount,points of appeal,creative ideas of these TV advertisements as well as the level of development and trends.73 bank TV advertisements in the 2008 CTR Financial Advertisements Series are chosen as samples,the content of which are statistically analyzed according to 20 variables that are describable and of significant referential value.The research shows that a majority of bank advertisements are 15 seconds in time length.CCTV accounts for a larger part of broadcast Bank advertisements compared to those broadcast in local TVs.In amount of advertisement,national commercial banks far outnumber banks of other natures.Between the two basic categories of advertisements,namely image and product,image type advertisements accounts for 63%,a percentage far higher than the other.42%of these advertisements involve the use of people.There is little difference between direct and indirect advertisements-each accounts for 53%and 47%respectively.1/3 of the advertisements use the representative color of the bank while 66%doesn't.56%of these advertisements use symbols of banks,mostly being bank cards.The use of models(mostly ordinary people) in bank advertisements is quite often which is evidenced in 84%of these advertisements.In terms of types of models,adult men and women appear the most frequently.In terms of ways of presentation,36%use story-telling followed by brief introduction,celebrity recommendation and few monologue.75%of the advertisement are narrated by male voices.96%are accompanied by music,whereas only 3%are advertisement songs.Acoustic effects are not frequently used with a 20%percentage.11～20-character scripts and slogans are the most frequent.The pictures and languages of bank advertisements are simultaneous and related.Based on the research results,efforts are made to make suggestions for the development of bank advertisements and to point out the limitations of this research for the reference of banking professionals and researchers of bank advertisements.