Comparison Between Audio and Video Components of TV Commercials for Qarz ul-Hasanah Savings Accounts of Iranian Government Banks

摘要

This research aims to study Comparison study of image and sound complications of advertisements of “without interest saving accounts” in Iranian banks. Results indicated that there is a meaningful difference between the averages of two banks, and Refah shows higher growth rate. According to the results, some meaningful analytical units were: Music, image manifestations, reward, message transfer techniques, film taking, roles, and sounds putting.