Banks Fueled the Debt Culture of USA
Friday, August 22nd, 2008
Many experts opine that it is the debt culture that ultimately led to the foreclosure crisis. The banks are being accused of fuelling the debt culture of USA.
It was the Fallon Worldwide advertising firm that coined the catchy slogan “Live Richly” to lure the people into house equity loans. Initially many were wary of it – the genii that would teach the people to live beyond their means. But the slogan won the day. The genii was let loose – the forerunner of the foreclosure crisis.
The advertisement cost something to the tune of $1 billion as it thumped around the heads of people from 2001 to 2006. The people were brain washed to take house equity loans to live richly. One advertisement slyly suggested allowing the idea to sink in –“There’s go to be at least $25,000 hidden in your house. We can help you find it.” This is the beginning of the foreclosure story.
Till the other day these second loans were taken only as a last resort when there were no avenues left open. Today these loans have become the fashion – thanks to the shrewd ubiquitous propaganda operations of the banks.
Falling behind payments at record levels the entire country is enslaved by the genii of foreclosure. None of it would have been possible without the willful involvement of the lenders. They have spent billions in advertising to revise the very language of house loans pushing the American psyche towards debt. Being in debt has become something to be proud of. Today the banks too are paying the price for such chicanery. The genii of foreclosure has not spared them either. The countless numbers of foreclosures are dragging them down into the nightmare of credit crunch. The advertisements actively encouraged Americans to get into debt.
The other dangerous slogans were “Is your mortgage squeezing your wallet? Squeeze back” or “The smartest place to borrow? Your place.” In another advertisement there was a wheelbarrow with the line – “The easiest way to haul money out of your house.” The house was described in one as the “the ticket to whatever your heart desires.” Another one teased –“ You’ve put a lot of work into your home. Isn’t it time for your home to return the favor?” In 2004 a popular advertisement stated that for dreams to happen the best way is to use the home. All this screaming opened the doors to the foreclosure mess of today.
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