| Edition |
First edition. |
| Description |
1 online resource : illustrations. |
| Physical Medium |
polychrome |
| Description |
text file |
| Series |
Emerald points
|
|
Emerald points.
|
| Bibliography |
Includes bibliographical references and index. |
| 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. |
| Summary |
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. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Advertising -- Banks and banking.
|
|
Advertising -- Banks and banking. |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: Mogaji, Emmanuel. Emotional Appeals in Advertising Banking Services. First edition. United Kingdom : Emerald Publishing : Emerald Publishing Limited, 2018 1787563022 9781787563025 (OCoLC)1023603562 |
| ISBN |
9781787562998 (electronic book) |
|
1787562999 (electronic book) |
|
9781787563018 |
|
1787563014 |
|
9781787563025 |
|
1787563022 |
|
