環顧目前對於國際市場的概念已由傳統個別國家的範疇，轉變成為跨國區域性組織。對於跨國性企業而言，這種轉變不但意味著機會，也隱含著許多管理上的調整與挑戰。然而綜觀圍內外廣告的研究多偏向國與國之間的比較，針對區域性與地方性做實證研究者卻相對地稀少，故本研究以內容分析法為主輔以符號學探討亞洲版英文雜誌及台灣財經雜誌上信用卡廣告內容之異同。研究之內涵除比較雙方在「便利安全」、「理財」、「附加服務」，「地位象徵」、「促銷活動」與「企業形象」等六類廣告訴求之異同外，史進一步針對兩者在表現方式、廣告場景及聯絡資訊等進行差異性檢驗。研究結果發現：(1)在廣告訴求方面，亞洲廣告較重視「企業形象」及「便利安全」等區域共同性訴求；而台灣則較著重「理財」、「地位象徵」及「促銷活動」等地方差異性訴求；(2)在表現方式方面，亞洲偏「隱喻式」，台灣則較偏「直接式」；(3)在廣告場景方面，亞洲常出現「休閒旅遊」，台灣則較不固定；(4)在聯絡資訊方面，台灣提供較多之聯絡資訊。

Nowadays the concept of the international market has been changed from a traditional country-to-county exchange to an international regional organization. For these international enterprises, although this change means opportunity it also comes with adjustments and challenges. We used Content Analysis Method as well as Semiology to examine credit cards' advertisements in Asia English magazine and Taiwan business magazines over the past 5 years. First, we divided the appeals of advertisements into six types, including convenience and safety, financial management, additional service, symbolic, promotion and enterprise image. Then, we continued comparing the differences of the credit cards' advertisements between Asia and Taiwan in advertising appeals, technique of expression, settings and liaison office information. The results of the research show the following: (1) regional similarity appeals are employed more often in Asia, but local difference appeals employed more often in Taiwan. (2) More metaphorical expression appears in Asia, but Taiwan stresses direct expression. (3) Settings are different between Asia and Taiwan. (4) Liaison office information is included more often in Taiwan.