Head vs. heart: an empirical investigation on the development of print advertisements in financial services

Abstract: This thesis covers the area of advertising messages in the finacial services industry. The focus is on message execution and appeals used in finacial services advertisements. In order to reach the purpose a case study has been performed, observing three different financial services advertisements.In today's society people are bombarded with different advertising messages. It becomes a challenge for every company to communicate a message that stands out and grabs the audiences attention. Advertisers want to produce a message that strikes a responsive chord with the interests and feelings of its target audience, and this is done by choosing the right execution style and appeals. Financial services are beeing perceived as a matured market and therefore its advertising becomes even more crucial. For this reason it is of great interest to observe the topic further.