Reklamy bankowe – między manipulacją a faktyczną potrzebą klientów
Banking advertising – between a manipulation and a real customer need

Summary/Abstract: The main objective of the present paper is to organize the basic issues associated with the methods of influencing customer decisions by banking advertising and to evaluate consumer awareness of persuasion techniques and unethical procedures of advertising. This issue is important because the banks as the public trust organizations cannot manipulate the recipient of advertising messages due to the risk of losing credibility and trust. However, some persuasion techniques used by them artificially create consumer needs and have all the synonyms of influencing purchasing decisions, which is controversial from the ethical point of view. Importantly, banks customers do not have a full awareness of the manipulative procedures which are applied by them.

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