"יחד נעבור את זה טוב יותר”: פרסום פיננסי במלחמת חרבות ברזל

On the seventh of October 2023, a brutal terrorist attack by Hamas surprised Israel. Hamas terrorists invaded, attacked, and raided Israeli Settlements, Kibbutzim and several IDF army bases in the south of the country, killing civilians and soldiers. This state of emergency led to a change in all Israeli television broadcast schedule and to the suspension of television advertisements for two weeks. However, a day after the Swords of Iron war commenced started, social media campaigns conveyed messages of information and support to Israeli consumers, based on the understanding that the fighting takes place not only at the front but also at the rear. Among the first firms to advertise were the financial companies, which “embraced” the Israeli public and communicated messages of encouragement, support, and relevant financial information. This research aimed at examining the different message appeals used by marketers – in television and social media – to disseminate financial issues during the first 100 days of the ongoing war. Using mixed methods, findings show that the most prominent persuasion technique was the rational-informational, together with the moral persuasion tactic that illustrated social values, and emotional appeals. The timing during the first 100 days in addition to the state of war, also affected their style and tone. The study contributes by analyzing and characterizing the persuasive techniques used in financial advertisements across traditional and digital media during the first three months of the Swords of Iron war.