金融服務(wù)業(yè)報(bào)紙廣告內(nèi)容分析.pdf

1、廈門大學(xué)碩士學(xué)位論文金融服務(wù)業(yè)報(bào)紙廣告內(nèi)容分析姓名：李寧申請學(xué)位級別：碩士專業(yè)：傳播學(xué)指導(dǎo)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