Abstract
Structured Abstract:
Purpose: 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,
in order to observe trends and frequencies, make comparisons and deduce
meanings.
Design/methodology/approach: Mortgage advertisements in 9
National newspapers over twelve consecutive months were content
analysed. The advertising appeals, advertisement size, colour and
targeted consumers were observed and analysed by two independent coders.
Intercoder reliability was assessed using Cohen’s Kappa.
Findings: Rates of borrowing and for comparisons were generally
presented in UK Mortgage advertisements, first-time buyers were however
targeted differently with emotionally appealing advertisements in
colourful large advert sizes while advertisements targeted towards
existing home owners were printed in single colours and in smaller
advert sizes.
Social implications: As the demand for new homes continues to
grow in UK, decisions regarding mortgage advertising strategies are
critical. It is expected that advertisers will provide first-time
buyers, in particular, with relevant information which are truthful,
clear, fair and not misleading. It is important that consumers are aware
of these rates and charges and do not find themselves caught up in the
euphoria of easy and cheap loans from the lenders, which they might not
be able to repay.
Originality/value: Perhaps the first attempt at analysing
mortgages advertisements in newspapers in the UK, post the global
financial crisis. Most previous studies have confined themselves to
magazine advertisements.