Comparison of Advertisements of Conventional and Participation Banks: Case Study of Turkey, England and Egypt

Abstract

Advertising is an important tool used to announce and explain business activities and persuade buyers. Businesses endure high costs, strive for the most effective advertisements, and compete with their competitors in attractive and innovative advertisements. Banks, which act as a bridge between those who have surplus funds and those who need funds, make an effort to reach consumers in this race through advertisements. However, the advertisements of these two types of banks, which have different characteristics from each other in terms of functioning, vary according to the working principles of the banks and the target audience they want to reach. In this study, in order to reveal the similarities and differences in the advertisements of conventional banks and participation banks, the advertisements of these banks were subjected to content analysis. In this context, around 150 advertisements belonging to conventional and participation banks selected from Turkey, England and Egypt were examined. As a result of the examinations, it has been seen that moral values ​​are emphasized, religious places and elements are used, traditional societies with religious sensitivities are addressed, halal earnings are emphasized, and advertisements are shot in historical, touristic and religious places in the advertisements of participation banks. It has been determined that in the advertisements of conventional banks, human and cultural values ​​are considered important, contemporary/modern societies are addressed, the best profit is emphasized, and advertisements are shot in historical and touristic places. In the future studies, the inclusion of advertising activities carried out with different channels other than television commercials and the inclusion of advertisements in different countries will provide new contributions to the literature.