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Volume 14, No. 1, June
2015
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Deconstructing
Financial Services Advertising in the Run Up to
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the Great Recession: The
Case of the Live Richly Campaign
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Noel Murray
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Argyros School of
Business & Economics, Chapman University
, U.S.A.
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Ajay Manrai
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Department of Business
Administration, University of Delaware
, U.S.A.
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Lalita Manrai
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Department of Business
Administration, University of Delaware
, U.S.A.
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Abstract
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The paper uses critical
theory to analyze the impact of financial services
advertising on consumer behavior in the run up to the
Great Recession. One influential advertising campaign,
the Citibank
Live
Richly
campaign, is examined as an important
situational variable, setting the context for poor
consumer decision-making regarding financial services
and consumer debt-related products. Critical realism
is offered up as a promising methodology to examine
the broader institutional and regulatory framework
surrounding financial services advertising.
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Key words
:
d
econstruction
;
financial services
advertising
;
g
reat
r
ecession
;
critical realism
;
BAPCPA
;
Citibank
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JEL
classification
:
M31
;
M37
;
M38
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