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Investing in Emotion: Love and Anger in Financial Advertising
Author(s) -
Lefkowitz Daniel
Publication year - 2003
Publication title -
journal of linguistic anthropology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.463
H-Index - 49
eISSN - 1548-1395
pISSN - 1055-1360
DOI - 10.1525/jlin.2003.13.1.71
Subject(s) - anger , representation (politics) , infatuation , advertising , stock (firearms) , stock market , software deployment , psychology , social psychology , business , political science , law , history , psychoanalysis , engineering , context (archaeology) , archaeology , politics , software engineering
In the late 1990s, when the American stock market was booming, television commercials for financial‐services companies represented investing either as nurturing love or as violent anger. Although investing has long been constructed as love, this study of the visual, aural, and textual deployment of emotions in television advertising argues that the representation of investing as anger reflects a broad revaluation of anger in American culture from an emotion that is properly repressed to one that is ideally celebrated.