Automobile Advertising Study Of Three Evening Newspapers

The research used content analysis to analyze the cars'advertising. It chose'Beijing Evening Newspapers','Xinmin Evening Newspapers','YangCheng Evening Newspapers'as the object. The research investigated the variables about size,location,picture,model,logo,slogan,text. The purpose of this study is to discuss the trend of cars'advertising and the change of car's advertising in the three Evening Newspapers during 10 years. Furthermore, the research hope to provide theory guidance for further research and experience for the practitioner in china.The results are as follows:①The quantity of cars'advertising increased during past 10 years. It increased slowly before 2000 but fast after 2000.②The main style of space is 1/2 and 1/4. 1/2 increased continually but 1/4 dropped continually.③The color of the space changed differently in different phase. Before 2004,'black and white'is the main style but proportion fell continually. In 2004, color advertising exceeded'black and white'. Furthermore, the advertising with no pictures reduced and the advertising with pictures climbed.④The main headlines are in the style of praises and promises; The dominating topics are'quality & capability','technology advantage'and promotion; The main themes are'brand image','economic benefit'.⑤The main style of text is demonstrative. And the narrative angle is chiefly'advertising angle'. The main style of slogan is mainly'image establishment'. The main style of framework is mainly dialogue.The study also discussed the reasons of these results and put forward some suggestions.