I found a good article on the New York Times site that shows how add campaigns for home loans have changed over the years. It’s interesting to see how the campaign evolves with changes in the economy, going from sales of second mortgages to people in dire financial straits to home equity loans for upper class types needing money for home improvement or a better car. The ads themselves change quite a bit as well, moving from more practical advertising model that sells the direct benefit of the product to more sympathetic better life advertising. It just goes to show how customer needs and an expanded demographic have, over time, changed the marketplace.

Home Equity Frenzy Was a Bank Ad Come True