3.50
Hdl Handle:
http://hdl.handle.net/10547/594562
Title:
Creative execution of United Kingdom banks’ print advertisement
Authors:
Mogaji, Emmanuel ( 0000-0003-0544-4842 )
Abstract:
The place of the financial services industry in an economy cannot be over-emphasised, its utilitarian nature has made previous researchers suggest that it demands a different advertising strategy; however, the need to create an effective advertisement in this highly saturated industry cannot be overemphasised. This research aims at developing an understanding of creative strategies adopted by UK Banks’ in their print advertisement. Analysis of 1274 print advertisements in UK newspapers over twelve month period was carried out. The advertisements were analysed on the basis of their size, images used, colour, orientation and number of words used. In terms of the advert size, to create an impression, Full Centre Spread was seldom used whereas small advertisements had the largest share. Images of cartoon characters, celebrities, children, colleagues, couples and customers were frequently used. Cartoons were predominately used by the old LloydsTSB Bank and TSB Bank while Santander used the presence of sport celebrities in their advertisements. HSBC Adverts were predominantly printed in black colour on while First Direct advertisements had white text printed on black background. Natwest adverts are more likely to be in Purple, Lloyds in Green and TSB in Blue, these are their brand colours and are frequently used to reinforce their brand. The creative design, which includes the use of images and colours, has been noted to enhance the attractiveness and memorability of these advertisements which also conveys credibility. The research contributes to the study of advertisement design, providing outcomes relevant to numerous types of stakeholders.
Affiliation:
University of Bedfordshire
Citation:
Mogaji, E. (2015) 'Creative execution of United Kingdom banks’ print advertisement'. University of Bedfordshire Research Institute for Media, Arts and Performance Post Graduate Symposium, 14 May 2015.
Publisher:
University of Bedfordshire
Issue Date:
14-May-2015
URI:
http://hdl.handle.net/10547/594562
Type:
Presentation
Language:
en
Appears in Collections:
Centre for Advances in Marketing (CAM)

Full metadata record

DC FieldValue Language
dc.contributor.authorMogaji, Emmanuelen
dc.date.accessioned2016-01-22T10:11:01Zen
dc.date.available2016-01-22T10:11:01Zen
dc.date.issued2015-05-14en
dc.identifier.citationMogaji, E. (2015) 'Creative execution of United Kingdom banks’ print advertisement'. University of Bedfordshire Research Institute for Media, Arts and Performance Post Graduate Symposium, 14 May 2015.en
dc.identifier.urihttp://hdl.handle.net/10547/594562en
dc.description.abstractThe place of the financial services industry in an economy cannot be over-emphasised, its utilitarian nature has made previous researchers suggest that it demands a different advertising strategy; however, the need to create an effective advertisement in this highly saturated industry cannot be overemphasised. This research aims at developing an understanding of creative strategies adopted by UK Banks’ in their print advertisement. Analysis of 1274 print advertisements in UK newspapers over twelve month period was carried out. The advertisements were analysed on the basis of their size, images used, colour, orientation and number of words used. In terms of the advert size, to create an impression, Full Centre Spread was seldom used whereas small advertisements had the largest share. Images of cartoon characters, celebrities, children, colleagues, couples and customers were frequently used. Cartoons were predominately used by the old LloydsTSB Bank and TSB Bank while Santander used the presence of sport celebrities in their advertisements. HSBC Adverts were predominantly printed in black colour on while First Direct advertisements had white text printed on black background. Natwest adverts are more likely to be in Purple, Lloyds in Green and TSB in Blue, these are their brand colours and are frequently used to reinforce their brand. The creative design, which includes the use of images and colours, has been noted to enhance the attractiveness and memorability of these advertisements which also conveys credibility. The research contributes to the study of advertisement design, providing outcomes relevant to numerous types of stakeholders.en
dc.language.isoenen
dc.publisherUniversity of Bedfordshireen
dc.subjectbanksen
dc.subjectUnited Kingdomen
dc.subjectcontent analysisen
dc.subjectprint mediaen
dc.subjectadvertisingen
dc.titleCreative execution of United Kingdom banks’ print advertisementen
dc.typePresentationen
dc.contributor.departmentUniversity of Bedfordshireen
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