This study investigates how messages, creative strategies and advertising disclosures utilized by US retirement financial services (RFS) providers changed in response to the recent economic crisis. A content analysis examines a total of 1819 RFS print advertisements published in six national magazines during the period 2005-2009. Three significant findings emerge: (1) the recession led to a change in the use of informational message strategies over transformational message strategies, (2) there were significant differences in the use of message and creative strategies during the five-year period, and (3) the RFS providers increasingly adhered to governmental advertising disclosure guidelines concerning consumer financial welfare. Implications for financial services advertisers and public policymakers are addressed.
- advertising disclosure
- advertising strategies
- economic crisis
- institutional role of advertising
- retirement financial services advertising
ASJC Scopus subject areas