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British, Spanish and Russian banks’ advertisements from intercultural, language and visual-semiotic perspectives

  • Номер работы:
    461671
  • Раздел:
  • Год добавления:
    20.07.2017 г.
  • Объем работы:
    59 стр.
  • Содержание:
    CHAPTER 1: INTRODUCTION 3
    1.1 Research problem 3
    1.2 Research Aims and Objectives 5
    1.3 Research Questions 5
    1.4 Structure of the Study 6
    1.5 Methodology of the research 6
    1.6 Research strategy 7
    CHAPTER 2: LITERATURE REVIEW 13
    2.1 Concept of advertising, advertising as a social and cultural phenomenon and its place in society 13
    2.2 Features of advertising in the banking 17
    CHAPTER 3: PERSPECTIVES OF ADVERTISING IN THE BANKING 25
    3.1 Intercultural perspectives of banks’ advertising 25
    3.2 Language perspectives of banks’ advertising 30
    3.3 Visual and semiotic perspectives of banks’ advertising 39
    CHAPTER 3: ANALYSIS OF BRITISH, SPANISH AND RUSSIAN BANKS’ ADVERTISEMENTS FROM INTERCULTURAL, LANGUAGE AND VISUAL-SEMIOTIC PERSPECTIVES 42
    5.1 Analysis of advertising in the banking in Great Britain 42
    5.2 Analysis of advertising in the banking in Spain 46
    5.3 Analysis of advertising in the banking in Russia 48
    CHAPTER 4: CONCLUSIONS 52
    BIBLIOGRAPHY 54
    APPENDIXES 60

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    CHAPTER 1: INTRODUCTION

    1.1 Research problem

    The development of economy in many countries has led to the fact that not the seller, but the buyer has become the main driving force of the market. A certain stabilization of political and economic life, and also globalization, aspiration to the international integration promoted formation of the financial market as market of the buyer and to amplification of competitive fight between its main participants. A special role in economy is played by commercial banks (Driga, Dura2014).
    At the same time in the international market there is strengthening of positions in the market of the large universal commercial banks having or creating a developed branch network (Allen, Carletti, 2008).
    Moderate rates of inflation, flexible monetary policy, and also the universalization of bank activity which is distinctly observed in the world banking market leads to the fact that traditional methods of fight for the client has become ineffective (Armenta, 2007).
    Banks seek to master the new markets and to improve the competitive position and to increase profitability level. In such conditions efforts of bank in the sphere of customer acquisition and promotion of own products, entirely based on studying of needs of consumers come out on top among key factors of increase in efficiency of banking business (Anderson, 2015)................
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