Who Is This Banner Ad Targeting?

The man at left appears in banner ads for mortgage refinancing. He looks like a person most people would avoid. So why does this ad network think that he will persuade us to refinance our mortgages?

Readers MedicallyNeedy and Naomi contributed these sightings of the Mortgage Mountain Man. He’s also been spotted on an “Obama asks moms to return to school” banner.

What do you think advertisers are trying to tell us through the use of this man’s image?




Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.