ABSTRACT
In this chapter we present the results of our study of credit card advertising, following the same broad format as in the previous two chapters. Firstly we sketch the history of the credit card, then we describe the main changes over time in advertisements for cards. We then consider differences between brands, and their relationship to overall trends. Finally we consider the evidence concerning audience responses gathered in a small number of focus groups; this small triangulation links coding procedures not with individal interview data, as in Chapter 8, but with transcripts of group discussions.
