Advertising discourse of traditional banks and neobanks for business: a socio-semiotic perspective

Section: Advertising and Public Relations

The article explores the advertising discourse of traditional banks and neobanks within the context of business communication, using a semiotic analytical framework. The study addresses the impact of digital transformation on the financial sector and responds to the lack of research on multimodal communication in the business-to-business (B2B) segment. The research aims to identify how banks employ semiotic codes and to examine differences in their communication strategies. The analysis draws on landing pages from six traditional and six digital banks, covering both Russian and international examples. The findings reveal that traditional banks primarily emphasize concepts such as “reliability” and “success”, whereas neobanks focus on “comfort” and “simplicity”. The results highlight the role of positively connoted language and visual elements in shaping an appealing bank image. The study contributes to the understanding of multimodal communication in the financial sector, offering insights into the evolving strategies of banks.

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To cite this article: Sidorenko Ya. V. (2025) Semioticheskiy aspekt reklamy dlya biznesa ot traditsionnykh bankov i neobankov [Advertising discourse of traditional banks and neobanks for business: a socio-semiotic perspective]. Vestnik Moskovskogo Universiteta. Seriya 10. Zhurnalistika 1: 28–56. DOI: 10.55959/msu.vestnik.journ.3.2025.2856