Content Analysis Of Mobile Phone Advertisement On Beijing News

Research of Advertisement of mobile phone in china which began in the middle and latter period of 90s in 20th century almost focuses on creative idea analysis and sum-up of one case with little quantitative research. These quantitive researches focus on one point such as media-placing and advertising claiming. There is a space about systemic and positivism features of placing, creative idea and trend of mobile phone advertisement research. This thesis objectively describes and analyses 30 variables based on 493 advertising samples of mobile phone from Beijing News between 1996 and 2004 with the method of content analysis.The research result shows that, the number of advertisement of mobile phone on newspaper was increasing rapidly. There was obvious difference in month and week on the placement of advertising.From the research of representation of advertisement of mobile phone on newspaper we can draw some conclusions below. Mobile phone companies tend to use side of 1/4 for placement of advertising; The advertisement with copy and picture and the advertisement with much more colors were popular with mobile phone companies and readers; The topic with less than 10 words was gradually becoming main stream in advertisement of mobile phone; The expressive ways of copy was simple.We can draw some conclusions from the research of claiming ways of mobile phone advertisement. Appealing points of mobile phone advertisement were changing from"technique appealing"to"aesthetic appealing"and from"more male, business"to"more female, fashion".We can also draw some conclusions from results of research. There were great differences in mobile phone companies of different natures on side, model, and information point of copy and logo of advertisements. These differences reflected the differences between foreign companies and state companies in building of brand image and company brand.This thesis puts forward conclusions and suggestions based on analysis of results in order to give research and practice of advertisement of mobile phone some reference.