Abstract Corporate image advertising seeks to improve the reputation of a business, rather than promoting products or services. This study presents a descriptive analysis of corporate image advertising in the banking industry. Advertising by major banks from 2012 to 2019 is examined by content, usage, and audience response. Six advertising themes are identified: corporate image/values, philanthropy, community, support for youth/education, environmental responsibility, and reparation. Public perception of the banking industry dramatically improved, from a net negative perception to a net positive perception. This improvement may be at least partially due to a heavy usage of corporate image advertising by major banks.

中文翻译：

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银行业的企业形象广告

摘要企业形象广告旨在提高企业声誉，而不是推广产品或服务。本研究对银行业中的企业形象广告进行了描述性分析。我们会根据内容，使用情况和受众群体反应来审查2012年至2019年主要银行的广告。确定了六个广告主题：公司形象/价值观，慈善事业，社区，对青年/教育的支持，环境责任和赔偿。公众对银行业的看法从净负面看法到净正面看法已大大改善。这种改进可能至少部分是由于大型银行大量使用公司形象广告。