Abstract
Although many scholars and researchers have contributed to the sizeable literature on the relationship between advertising and society, few have examined economic circumstances as a meaningful force shaping advertising. This study provides the empirical evidence that changes in economic conditions, the recession in particular, can transform advertising appeals. The analysis of 1488 financial services ads placed in two popular US magazines showed that the patterns of appeals have turned to direct assertive styles in the wake of the economic crisis of the period 2008-2009. At the same time, however, ads during this recession period have used a far wider variety of strategic and tactical appeals than those in pre-recession era.
| Original language | English |
|---|---|
| Pages (from-to) | 230-243 |
| Number of pages | 14 |
| Journal | Journal of Financial Services Marketing |
| Volume | 16 |
| Issue number | 3-4 |
| DOIs | |
| Publication status | Published - 2011 Dec 1 |
| Externally published | Yes |
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Keywords
- advertising appeals
- content analysis
- financial services sector
- recession
ASJC Scopus subject areas
- Finance
- Marketing
Cite this
When the going gets tough, ads become straightforward but multi-appealed : The influence of the recession on financial services advertising appeals. / Ahn, Hongmin; Song, Young A.; Sung, Youngjun.
In: Journal of Financial Services Marketing, Vol. 16, No. 3-4, 01.12.2011, p. 230-243.Research output: Contribution to journal › Review article
}
TY - JOUR
T1 - When the going gets tough, ads become straightforward but multi-appealed
T2 - The influence of the recession on financial services advertising appeals
AU - Ahn, Hongmin
AU - Song, Young A.
AU - Sung, Youngjun
PY - 2011/12/1
Y1 - 2011/12/1
N2 - Although many scholars and researchers have contributed to the sizeable literature on the relationship between advertising and society, few have examined economic circumstances as a meaningful force shaping advertising. This study provides the empirical evidence that changes in economic conditions, the recession in particular, can transform advertising appeals. The analysis of 1488 financial services ads placed in two popular US magazines showed that the patterns of appeals have turned to direct assertive styles in the wake of the economic crisis of the period 2008-2009. At the same time, however, ads during this recession period have used a far wider variety of strategic and tactical appeals than those in pre-recession era.
AB - Although many scholars and researchers have contributed to the sizeable literature on the relationship between advertising and society, few have examined economic circumstances as a meaningful force shaping advertising. This study provides the empirical evidence that changes in economic conditions, the recession in particular, can transform advertising appeals. The analysis of 1488 financial services ads placed in two popular US magazines showed that the patterns of appeals have turned to direct assertive styles in the wake of the economic crisis of the period 2008-2009. At the same time, however, ads during this recession period have used a far wider variety of strategic and tactical appeals than those in pre-recession era.
KW - advertising appeals
KW - content analysis
KW - financial services sector
KW - recession
UR - http://www.scopus.com/inward/record.url?scp=84863066382&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84863066382&partnerID=8YFLogxK
U2 - 10.1057/fsm.2011.17
DO - 10.1057/fsm.2011.17
M3 - Review article
AN - SCOPUS:84863066382
VL - 16
SP - 230
EP - 243
JO - Journal of Financial Services Marketing
JF - Journal of Financial Services Marketing
SN - 1363-0539
IS - 3-4
ER -