Content Analysis Of PC Advertising In Newspaper

This study investigates 1349 copies of PC advertising in from 1997 to 2006 by content analysis with 18 encoding items which are abstracted because of their essentiality and objectivity. According to the result of this research,(1) The tendency of the 10 years between 1997 to 2006 is of a converse U shape. before 2001 PC advertising in newspaper increased rapidly.after that the number began to reduce.(2) The points of different months:PC advertising reveals sales promotion information obviously.. Quantities of Novermber,July,August and January which have more holidays are more,while the least in February..(3)Expression aspects:there are more and more bigger and colourful PC advertising in newspaper,half and 1/4 page take most parts;98% use pictures to show their products;there are more common people and male models in these advertising.most headlines are composed of 1—10 words.(4) Appeal aspects:most advertising appeals in a rational way , composed of 101—500 words averagely.Sale promotion and configuration are emphasized in the copies.(5) As the study reveals,there is great disparities between Chinese PC companies and foreign ones. 1/4 page is more often used by companies from China mailand and Taiwan, Amercian companies prefer to 1/2 page.There are more black and white advertising in Amercian and China mailand advertising ,while courful ones are more in Taiwan ad.