Semiotic Analysis of Tejarat Bank Advertisements

Nowadays, with increasing competition among economic agencies, the role of advertising is very decisive. The purpose of this research is to analyze the commercial advertising of the Tejarat Bank in the theoretical framework of semiotics. The research method is qualitative and descriptive-analytical. The data include 16 images and videos collected from Bank archive. The analysis of the data shows that in the advertising of this bank, attention was paid to implicit meanings and cultural, social and biological elements such as respect for customers, praise of the past, modernism, environmental attention, prospects and new technologies. Furthermore, the bank logo has existed for decades and needs innovation and reform. This study highlights this fact that the bank advertising is not effective and requires more modern advertising.