Building credibility in international banking and financial markets A study of how corporate reputations are managed through image advertising

Purpose - The research aims to draw a detailed picture of how international corporate banks and financial institutions approach image advertising to enhance impressions of their credibility. The purpose of the work is twofold, namely to demonstrate how corporate credibility can be conceptualised and made operational for strategic communication, and how the operational categories are utilised in the planning of recent image advertising campaigns in Europe. Design/methodology/approach - A reconceptualised model of credibility dimensions was first proposed to obtain a collection of operational appeal forms. A corpus of 74 print adverts was then analysed in order to establish how financial marketers use the appeal forms to strengthen their corporate reputations. The patterns of credibility appeals obtained were then linked to the supporting visuals to provide a fuller picture of the industry's current praxis for portraying its expertise, trustworthiness and empathy. Findings - The results reveal an overwhelming focus in both text and images on recounting companies' achievements and competencies at the expense of providing assurance of their integrity, truthfulness or attention to clients' needs. There is also clear evidence that corporate advertising is in fact strongly focussed on communicating credibility with less than 10 percent of discourse and visuals devoted to credibility-free themes and issues. Research limitations/implications - The study takes a production perspective, using discourse and rhetorical analysis to determine how corporate documents are planned and executed. The data do not thus explain how advertising professionals distinguish between credibility appeals or how their target audiences recognise or respond to text and images communicating credibility. Practical implications - The results of the research are intended to bring increased attention to the rhetorical options for managing reputations and their potential effects on corporate credibility discourse. Originality/value - The study demonstrates how dimensions of credibility can be conceptualised at a level relevant both to practitioners and to academic writing courses. Additionally, the application of the credibility appeals disconfirms the expectation that financial services providers are increasingly branding themselves to the market on the basis of their character and concern for customers' well-being.