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Fund Ads Emote Sentiment, Youth, Dreams To Dance Around Dismal (If Any) Returns

How old are you, again?

Big mutual fund advertisers seem to be puzzled by exactly how old their target market is. The trend in fund advertising nowadays is not so much a strict numbers sell - after all, few funds have any positive numbers to talk about - but more a psychological, soft-sell approach. Surely, one could argue that all advertising is psychological, but these messages are flat out limp. Some of them are downright silly, while others seem to be trying to appeal to our inner child.

Mass Mutual Financial Group sums up this generational confusion with its recent ad featuring a Chutes & Ladders game board, flanked by two words: Tyke and Tycoon. In other words, you have a choice: Tyke or Tycoon.

How many tycoons do you know who sit down to a nice game of Chutes & Ladders every once in a while? This ad isn't meant for tycoons; it's meant for the lot of us who aren't. And with most investors having lost a sizable portion of their retirement assets, being likened to a tyke isn't exactly a friendly thought.

Further down, the ad reads, "With Mass Mutual, you're ready for life's ups and downs." Apparently, we are all now shooting down the chute.

Modeled after the Hundred Acre Woods, Vanguard's new ad could be a page ripped right out of Winnie the Pooh. The ad, an open storybook, shows a muted-color palette illustration characteristic of Pooh. A man in a suit and his wife tiptoe behind a large tree. The story begins: "How a couple of investors avoided being bitten by taxes by choosing a fund that knew how to hold still." Avoiding taxes is one thing, but what's with the moral lesson? Naturally, the story ends with Vanguard saving the day.

In an ad for Spiders, exchange traded funds listed on AMEX, there's also a lesson. But it's not Spiderman coming to the rescue. Alongside an eerily lifelike depiction of a creeping spider, the ad reads, "Along came a spider and sat down beside her and enlightened Miss Muffet as to the many benefits of a strongly diversified portfolio." Enlightenment? A Buddhist spider? Well, that's an interesting take on the child's tale.

Eschewing Guilt & Distrust

One common thread here seems to be a push back toward childhood innocence, a definitive move away from the guilt and distrust threading through the financial industry of late. An American Century ad showcasing a peanut butter sandwich, the quintessential lunch for American kids, seems to hone in on the palpable discomfort emanating from all the scandalous, corporate hoopla, and the back-to-basics reaction.

"Every day, our founder has the same lunch. It isn't lobster tail." American Century's ad tells the fairly unbelievable tale of how the firm's founder, James E. Stowers, Jr., sits in the cafeteria to eat his homely peanut butter sandwich and always saves his paper sack for the next day.

Amidst the scrutiny surrounding the lofty salaries of certain execs, American Century is apparently trying to appeal to the down-to-earth sensibilities of its investors. The ad concludes, "Over time, we've grown, but two things have remained constant. His lunch. And our values ... The proof is in the peanut butter."

An idea that sticks with you, or just sticks to the roof of your mouth?

Even so, there seems to be another thread, a subliminal one, seeking to quell existing preconceptions. What are funds trying to hammer in our heads? Funds aren't bad. We're good. Corrupt higher-ups are the anomaly. We have your interests at heart, really. We know what's best, really. Why should we trust them? They eat peanut butter sandwiches, for goodness sake.

Sports Mania

When in doubt, sports, sports, and more sports. At least that's what parents try when appealing to their pubescent boys. Wachovia Securities' new ad featuring an ice hockey player asks, "What can a goalie mask teach us about raising capital?" Give up? "It can be intimidating. Most effective when custom fitted. Who's behind it is often the difference between success and failure."

You don't want to be a failure, do you? Lucky for you, Wachovia's behind the mask.

If all else fails, there's always tough love. Barclays Global Investors utilizes this approach in its print ad showing a small photograph of an abandoned office. The layout of the ad, however, seems to put more weight on the text than the image itself. It says, "When deciding between individual stocks and sectors, keep in mind this little fact: Sectors Don't Go Out of Business."