Image Trends In Financial Services Advertising

Posted on 10/17/2012 by Jim Pickerell | Printable Version | Comments (1)

Since 2008 Getty Images has noticed some change in the kind of images financial service providers are using.
They are using more pictures of women who are now frequently the primary money-makers and decision-makers in their households. Contemporary females are shown looking empowered, relaxed, and balancing many roles.

People are reassessing what wealth really means. Is it about owning a home, or the milestones one celebrates in the home? Is it about accumulating tons of stuff, or enjoying new experiences? Is it about what you buy, or how you can contribute? Getty says they are seeing lots of messaging around themes like “living life with meaning,” and “stopping to really appreciate the basics.”

There is a focus on small businesses and ethical business practices. They are trying to rebuild trust with images that show they “listen to customers needs,” “treat employees well,” and “have ethical business practices.” Depictions of aspiration and conspicuous wealth have disappeared.

For more on these themes and to see some samples of images that have been used go here.

Copyright © 2012 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to:  


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