Emotional Appeals in Advertising Banking Services /
Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
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| Online Access: |
Full text (MCPHS users only) |
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| Main Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
United Kingdom :
Emerald Publishing : Emerald Publishing Limited,
2018
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| Edition: | First edition. |
| Series: | Emerald points.
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| Subjects: | |
| Local Note: | ProQuest Ebook Central |
Table of Contents:
- Front Cover; Emotional Appeals in Advertising Banking Services; Copyright Page; Contents; Chapter 1 Introduction; Chapter 2 UK Financial Services Advertisements; 2.1. Introduction; 2.2. Banking in the UK; 2.2.1. Bank Classification; 2.2.2. Banking Services Classification; 2.3. Banking Regulations in the UK; 2.3.1. The Financial Conduct Authority; 2.3.2. The Financial Services and Markets Act 2000; 2.3.3. Advertising Standards Authority; 2.4. Banking Challenges in the UK; 2.4.1. Corporate Reputation; 2.4.2. Competition; 2.4.3. Consumer-focused Products; 2.4.4. Open Banking; 2.4.5. Brexit.
- 2.5. Time to Appeal2.6. Summary; Chapter 3 Emotional Appeals in Advertising; 3.1. Introduction; 3.2. Advertising Appeals; 3.3. Rational Appeals in Advertisements; 3.4. Emotional Appeals in Advertisements; 3.5. Emotional Appeals and Emotional Reactions; 3.6. Types of Emotional Appeals; 3.7. How They Are Presented: Conduits and Channels of Emotional Appeal; 3.7.1. What We See; 3.7.1.1. Colours; 3.7.1.2. Images; 3.7.1.3. Size; 3.7.1.4. Text; 3.7.2. What We Hear; 3.7.3. What We Touch; 3.8. Creativity in Advertisement Design; 3.9. Limitations of Emotional Appeals; 3.9.1. Product Differences.
- 3.9.2. Cultural Differences3.9.3. Individual Differences; 3.10. Summary; Chapter 4 Emotional Appeals Presented by Financial Services; 4.1. Introduction; 4.2. Emotional Appeals Presented by Banking Groups; 4.3. Emotional Appeals Presented for Banking Group Services; 4.4. The Conduits of Emotional Appeals; 4.4.1. Images; 4.4.2. Colours; 4.4.3. Music; 4.5. Summary; Chapter 5 Researching Emotional Responses; 5.1. Introduction; 5.2. Overview of the Procedure; 5.3. Demographic Profiles of Participants; 5.4. Ethics; 5.5. Analysing the Qualitative Data Analysis; 5.6. Trustworthiness of the Research.
- Chapter 6 Filters of Emotional Appeal6.1. Introduction; 6.2. The Filtration Process; 6.3. Issues with the Banking Industry; 6.4. Individual Preferences; 6.5. Religious Affiliations; 6.6. Cultural Background; 6.7. Pre-Exposure to the Brand; 6.8. Level of Involvement; 6.9. Summary; Chapter 7 The Way Forward; 7.1. Introduction; 7.2. Why Advertise?; 7.3. Emotional Appeal Often Acknowledged; 7.4. The Congruence; 7.5. More than Appeal, Highlight Value; 7.6. Integrate the Campaign; 7.7. Summary; Chapter 8 Conclusion; References; Index.
