In recent years，with the rapid popularization of the mobile Internet，technology empowerment，and consumption upgrades，building retail banks has become a common consensus among joint-stock commercial banks. In the transition to retail banks，product and process reengineering is the foundation. Various bank advertisers adjust their advertising budgets：Advertising of corporate image has gradually decreased，and advertisements for products and services have gradually increased. Advertisers pay more attention to “innovation spirit” and “service concept” in the communication. At the same time，pay more attention to communication with consumers，soliciting retail users with “professional”，“service” and “discount”.