Once, not too long ago, financial-services companies' TV commercials were all about old men wearing green eyeshades and stiff tweed suits. They spoke with an air of lugubrious sobriety about making money "the old-fashioned way. We earn it." That gave way to chimpanzees throwing darts at ticker symbols. But, since the dotcom bust and the market's downturn, financial-services marketers are speaking soberly again, but in softer, friendlier tones. Even the humorous ads have become a little more buttoned-up. Zaniness is out; gravitas and fellowship are in.
展开▼
