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Wisdom appeals in UK Financial Services Advertising

  • Barbara Czarnecka
    ,
  • Jeff Evans
  • Middlesex University
Research Output: Contribution to journal Article Peer-review

Abstract

This paper reports on a study of mathematical images in UK press advertising, and in particular, on the use of wisdom appeals as expressed via such images in advertisements for financial services. Over 1,500 editions of nine newspapers were monitored for advertisements containing mathematical images. Content analysis was applied to produce an account of the use of mathematical images in advertising specifically for financial services. The findings indicate noteworthy differences in the use of mathematical images among different types of newspapers. This analysis provides insights into how advertisers use mathematical representations to create more "scientific" and trustworthy images of their brands. © 2013 Copyright Taylor and Francis Group, LLC.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 418-434

Journal (Volume, Issue Number)

Journal of Promotion Management (Volume 19, Issue 4)

Publication milestones

  • Published - 25/08/2013

Publication status

Published - 25/08/2013

ISSN

1049-6491

External Publication IDs

  • handle.net: 10547/623654
  • Scopus: 84883486453

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