This book examines how banks in the UK use emotional appeals in advertising their services and how consumers engage with these advertisements. It draws on qualitative interviews to understand attitudes towards advertising, showing how it shapes buying decisions and how consumers decide where to bank. It discusses banks as senders of marketing messages and why they may consider sending marketing communications messages, as well as the types of messages they use; the creative decisions embedded in advertisements using emotional appeals, different types, how they are presented, and the media used; how emotional appeals are presented across different groups of banks and various products and services; how consumers decode these advertisements; how they filter the decoded meanings to decide if they need an advertisement before making a financial decision; and why banks need to advertise and the connection between emotional appeals and financial services advertising.