廣告是企業對外促銷的一種工具，但是國內銀行業長期處於封閉的寡佔市場中缺乏競爭，因而疏於應用。然而隨著金融市場開放與體制轉型，各式廣告如雨後春筍蓬勃發展。本研究針對臺灣地區銀行業過去十年間於財經工商雜誌上的廣告，以內容分析探討，除依銀行經營特性將其廣告訴求分為產品、價格、可靠、據點便利、時間便利、效率、服務態度和企業形象等八類分析外，更進一步就各式(如外國/本國、，公營/民營，新/舊)銀行間在廣告時期上、數量上與訴求內容上之趨勢，比較其間之差異。研究結果顯示：(1)就刊登雜誌而言，外國銀行集中於發行量前兩大之雜誌，本國銀行則較分散；(2)就廣告期間而言，外國銀行在新銀行立前後一年，廣告量明顯增加，本國銀行則於近二年激增；(3)就每家廣告主平均廣告篇數而言，外國銀行較本國銀行多，舊民營銀行則比新民營及公營銀行多；(4)就廣告訴求而言，外國銀行側重可靠及據點便利，本國銀行則強調產品、價格及服務態度；(5)整體而言，不論中外銀行，十年來皆持績以企業形象為訴求重點。

　　　　　Advertising is important in the marketing activities. Earlier on, financial market used to be oligopoly in Taiwan. Therefore, such an environment made banks of Taiwan less competitive, and advertising was not sufficient. Since 1990, the financial market opened up and new banks have been established contiguously, so banks face more competition and even more importance is attached to advertising strategic. The research examines banks’ advertisement which in the financial, economic or business magazines over the past ten years, and discusses some topics using the content analysis method. First, we divide the appeals of advertisement into eight types- product, price, reliability, site convenience, time of service convenience, time of service convenience, efficiency, service attitude and enterprise image-by the characteristics of banking services. Then we go onto compare the differences of banks’ advertisement between foreign/native, public/private, new/old banks concerning advertising quantity and appeal during the period. The results of the research show the following: 1.The quantity of the foreign banks’ advertisement concentrates on magazines which have the top two volume of circulation, but the native banks’ advertisement doesn’t. 2.The quantity of the foreign banks’ advertisement increase obviously before and after the year when the new native banks are permitted to operate; however, the quantity of native banks’ advertisement increases in recent two years. 3.In the average amount of advertisement by the same bank, the foreign banks own much more than the native banks; on the other hand, the old banks own more than the new as well as the public ones. 4.Every bank’s advertisement emphasizes the enterprise image. However, the foreign banks emphasize reliability and site convenience; but the native banks emphasize product, price and service attitude. 5.No matter the foreign or the native banks’ advertisement has always persisted in emphasizing its enterprise image in the past ten years.