Content Analysis in Participation Banking Advertisements

In today's highly competitive markets, advertisements that are used to address the target audience are used effectively in the promotion and marketing of financial products. Participation banks, which differ in terms of operation and appealing consumer mass, also benefit from TV advertisements. It is important that participation banks give the correct message in their advertisements due to their current characteristics. Since repetitive words and words in advertisements will provide permanence in the mind of the consumer, it is important to select the most appropriate words for the message to be given. The aim of this study is to analyze the messages of the participation banks' advertisements with different functions in the financial system. For this purpose, the ads of two participation banks carrying out their activities in Turkey since their foundation as participation banks and benefiting from TV ads have been actively analyzed by MAXQDA package program. As a result of the analysis, the gathered number of code is 283, the number of code is 90 and the number of themes is 62 and themes are grouped under organizational and working principles, economic and financial elements, social relations and internal motivation elements, cultural value elements, religious elements, and universal value elements.