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Centre for Policy on Ageing | |
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Marketing and advertising to older people
— report of a seminar held by Help the Aged on 19 September 2002 as part of its campaign against age discrimination | | Corporate Author | Help the Aged |
| Publisher | Help the Aged, London, 2003 |
| Pages | 21 pp |
| Source | Help the Aged, 207-221 Pentonville Road, London N1 9UZ. E-mail: info@helptheaged.org.uk Website: www.helptheaged.org.uk |
| Keywords | Advertising ; Consumer ; Attitudes to the old of general public ; Conference proceedings. |
| Annotation | Although the majority of wealth and assets are held by the 50-65 age group, 95% of advertising revenue is aimed at under 35s. Much of the advertising that is aimed at older people is stereotypical in its attitudes and the images portrayed. The seminar focused on three major points: the scale of the problem; the underlying causes and how these can be tackled; and what role Help the Aged can play. Appendices include the findings of a survey of television commercials, undertaken as part of Help the Aged's campaign against age discrimination. (RH). |
| Accession Number | CPA-030925211 B |
| Classmark | WV: WY: TOB: 6M |
Data © Centre for Policy on Ageing |
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| ...from the Ageinfo database published by Centre for Policy on Ageing. |
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