EMOTIONAL APPEALS IN ADVERTISING BANKING SERVICES

Book ID/图书代码： 04331418C00191

English Summary/英文概要： 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 appear more appealing to consumers. Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores how UK banks are pulling at consumers’ heart strings with appeals that are often filtered through personal ideologies, life experiences and previous exposure to brands. It investigates consumers’ perception of this strategy, as well as the wider implications of using emotional appeals in financial services advertising.

Based on empirical data and research, this books will prove invaluable to students, researchers and managers alike.

Chinese Summary/中文概要： 广告通常被认为是对消费者反应的刺激。银行可以制作情感上吸引人的广告，但不能保证广告能产生积极的情感反应。银行业前所未有的动荡和不确定性增加了他们需要对消费者更具吸引力的需求。考虑到全球金融危机、当前竞争和开放银行业面临的挑战以及英国脱欧的威胁，本书探讨了英国银行是如何通过个人意识形态、生活经验、对品牌的选择等因素来过滤消费者的诉求，从而拉近消费者的心。它调查了消费者对这一策略的认知以及在金融服务广告中使用情感共鸣的广泛影响。

根据经验数据和研究，这本书将会证明它对学生、研究人员和管理者来说是非常有价值的。（YYW）

Awards/获奖情况：本书探讨了英国银行如何利用情感共鸣来宣传其服务，以及消费者如何与这些广告产生联系。它利用定性访谈来了解大众对广告的态度，展示广告如何影响购买决策，以及消费者如何决定在哪里存款。它讨论了银行如何成为营销信息的发送者，为什么他们会发送营销信息和他们使用的信息类型；利用嵌入广告中的情感共鸣来影响创造性决策；如何将其呈现以及使用的媒体类型；在不同的银行集团的不同的产品和服务中，情感共鸣是如何呈现的；消费者如何解读这些广告；他们如何看清广告背后的含义；在做出财务决策之前如何过滤广告；以及银行需要广告的原因和情感共鸣与金融服务广告的联系。--注释（c）2018“（protoview.com）”

This book examines how banks in the UK use emotional appeals in advertising their services and how consumers engage with these advertisements. It draws on qualitative interviews to understand attitudes towards advertising, showing how it shapes buying decisions and how consumers decide where to bank. It discusses banks as senders of marketing messages and why they may consider sending marketing communications messages, as well as the types of messages they use; the creative decisions embedded in advertisements using emotional appeals, different types, how they are presented, and the media used; how emotional appeals are presented across different groups of banks and various products and services; how consumers decode these advertisements; how they filter the decoded meanings to decide if they need an advertisement before making a financial decision; and why banks need to advertise and the connection between emotional appeals and financial services advertising.--Annotation (c)2018 "(protoview.com) "

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