关键词: 财经杂志, 广告, 内容分析法

Abstract:

The magazine is the traditional media, and advertising is the lifeblood of the magazine.This paper adopts content analysis method, and statistically analyzes a total of 389 new wealth magazine print ads, in order to understand the new wealth magazine print ads in the advertising  presentation, including advertising categories，advertising appeals, advertising repetition, advertising space.This paper takes advertising categories and publication as the independent variable, and takes advertising appeals,  advertising repetition, advertising space as the dependent variables, analyzing respectively the differences on each variable. The result shows: no significant correlations were observed between the advertising publication and the dependent variables, and advertising categories were significantly associated with the dependent variables.Based on of this : financial magazine is not the best financial products advertising platform,and culture financial road has a long way to go.