The purpose of this study is to examine trends in the use of advertising appeals by banks in the UK advertising mortgages, based on a content analysis of the newspaper advertisements of banks, using a coding system to enable an observation of the content of communication and its categorisation,...

Advertisements are considered as stimuli which consumers will respond to. Banks can develop emotionally appealing advertisements, but they are not guaranteed a positive emotional reaction. The unprecedented turbulence and uncertainty experienced in the banking industry has increased the need to...