Current weather conditions in the U.S. mortgage industry provide a rich context for the study of the placement and the information used in the advertising of mortgage products. This article focuses on television, radio and print advertisements used to promote and subprime mortgage products. The analysis of these advertisements shows significant differences in marketing and subprime mortgage offers. Prime commercial mortgage market has generally highlighted the American dream of homeownership and low, and often provide detailed loan terms. On the other hand, mortgage ads were based on fear appeals, emphasizing debt problems and to encourage consumers to rely on the lender / broker for help. These important differences in consumer information on a variety of mortgage products, perhaps exacerbating the asymmetry of information industry and contributed to the current mortgage crisis. "Hide
by Vanessa G. Perry, Carol M. Motley Source: California Management Review 17 pages. Publication Date: 01 November 2009. Prod. #: CMR439-PDF-ENG
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