Identifying Content and Structural Dimensions of Iranian Banks Advertising Slogans

Document Type : Original Article


1 Assistant Professor, Faculty of Management and Accounting, Shahid Beheshti University

2 PHD of Business Administration - Marketing, Allameh Tabatabai University

3 Master Student of Business Administration – Marketing, Shahid Beheshti University

4 Master Student of Business Administration – Marketing, University of Tehran

5 Master Student of Business Administration - Marketing, Allameh Tabatabai University


Advertising slogans are frontier in corporate campaigns. Privatizations, entrance of private banks and totally electronic banks intensified bank competitions. Having effective advertising slogan is a way to attract banking customers in new competitive climate. Since, in this article the most important components of a good slogan identified from customer view by using Chomsky’s theory of transformational grammar, qualitative and exploratory approach and interviewing with 70 customers. Results show frequencies of content indexes are 4 times more than structural dimension from customer view while, both of content and structural dimensions are supplementary and inseparable. The first five indexes of good advertising slogans are speed in providing services, appropriate treat to customer, shortness, and attention to security and trust.


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