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Centre for Policy on Ageing | |
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| Older consumers and celebrity advertising | | Author(s) | Hyunsun Yoon, Helen Powell |
| Journal title | Ageing and Society, vol 32, part 8, November 2012 |
| Pages | pp 1319-1336 |
| Source | http://www.journals.cambridge.org/aso |
| Keywords | Advertising ; Consumer choice ; Consumer demand ; Older people ; Engagement. |
| Annotation | Older consumers have long been the 'invisible majority' in advertising. A significant proportion of this population have high levels of disposable income, even in times of recession, but advertisers are not encouraging them to part with it. This paper aims to find out why advertisers have been slow or struggle to target older consumers effectively. The aims of the study are two-fold. First, it explores the portrayal and representation of older consumers in Tesco's 'Dotty' campaign and Marks & Spencer's (M&S) 'Twiggy' campaign, with special reference to the use of celebrities. The second aim is to demonstrate how the focus has shifted from the more traditional, negative stereotyping (Tesco campaign) to a more progressive approach, presenting aspirational images that older consumers can identify with (M&S campaign). Although both campaigns were effective in terms of increasing profits, this paper suggests that the ongoing M&S example of using older celebrities in advertising campaigns demonstrates a more effective creative strategy that is in tune not only with a growing population of older consumers but is also especially applicable in times of economic uncertainty. (JL). |
| Accession Number | CPA-121102003 A |
| Classmark | WV: WYC: WYD: B: DN |
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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