Gee, here's a switch: Financial companies are encouraging us to change our spendthrift ways. If advertising is the cave art of our time, then his-torians may someday point to new campaigns that signal the post-tech-boom Zeitgeist.Just a year after a commercial for E-Trade featured an investor with money coming out of his "wazoo"—remember that tasteful one?—financial service companies are now preaching fiscal responsibility. "Just because you can doesn't mean you should," Citibank cautions in one of its 11 new print ads, which shows a shopper who can't stuff all her purchases in the trunk of a taxi. Another reads: "The word 'splurge' loses meaning if it becomes a regular daily event."
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