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Investing in Emotion: Love and Anger in Financial Advertising

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Abstract

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.

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