Identifying Content and Structural Dimensions of Iranian Banks Advertising Slogans

Abstract

Advertising slogans are frontier in corporate campaigns. Privatizations, entrance of private banks and totally electronic banks intensified bank competitions. Having effective advertising slogan is a way to attract banking customers in new competitive climate. Since, in this article the most important components of a good slogan identified from customer view by using Chomsky’s theory of transformational grammar, qualitative and exploratory approach and interviewing with 70 customers. Results show frequencies of content indexes are 4 times more than structural dimension from customer view while, both of content and structural dimensions are supplementary and inseparable. The first five indexes of good advertising slogans are speed in providing services, appropriate treat to customer, shortness, and attention to security and trust.

Keywords

• Advertising
• Advertising Slogan
• Content Analysis
• Bank