Question

Find an example each of good and bad examples of advertising targeted toward "seasoned citizens." and post on the discussion board. Based on your choices and the choices of other members of your group discuss the following questions. To what extent do these ads stereotype the elderly? Do you think that the elderly would like or resent the implications? Are there any elements in these ads that make them effective in reaching and persuading the elderly?

Answer 1

An example of bad advertising for the elderly is Life Call Commercial

https://www.youtube.com/watch?v=bQlpDiXPZHQ&feature=youtu.be

The ad stereotypes the elderly and shows them in a bad light, even the tagline of the post says "I 've fallen and I can't get up". This ad was played on TV which seems to generalize all of the elderly.

Ad on elderly which I liked the most and which was balanced yet inspiring is
https://www.youtube.com/watch?time_continue=59&v=anbpHZbk8aM&feature=emb_logo

The ad is from Nike The Iron Nun, its shows 86 year old Ironman athlete Sister Madonna Buder. This ad according to me is subtle, yet conveys the message properly. Well, that's Nike, after all.

To what extent do these ads stereotype the elderly?

Well majority of ads to stereotype the elderly, if at all they are focused on them. Advertisement like mortgages, viagra, or even Life call device which is mentioned above portrays elderly as they are merely surviving on the planet. Ads also show them in one or the other problem whether it is adult diapers, broken bathtub, or they have fallen with nobody near them.

Very few ads are shown that describe them as working happily, driving cars, playing, etc. One such ad is from Nike given above. Another I can think of is the Toyota Venza.

It has been reported that only 5% of US advertising is aimed at people over 50. And most of these ads show them as sick, needing help, etc.

One reason for this stereotyping is because in marketers/advertisers there are no people from elderly generation. This leads to narrowed views upon what they like, want, their aspirations etc.
Elderly are also considered as the one with lesser Customer Lifetime Value when compared to the younger generation.

According to research, 55% people less than 30 says that they enjoy trying new brands or products, this number is 38% for age group 54-65

Do you think that the elderly would like or resent the implication?

According to a survey done on the elderly. It has been found that in every country, the elderly felt that in utopia generations would live in harmony, learning from each other and helping each other. While in dystopia, there is more segregation between young and old.

We can see that the latter is what we see the most in advertising. I don't think that any elderly would like the way he is projected in ads the majority of times. Even in the above ad of Life Call, although it may be useful for someone but the way it was projected was not correct. Its tagline was I ve fallen and I can't get up. When there are very few ads for the elderly and majority of them show you sick, then it says a lot about the stereotype present in the world. The majority of times they are shown struggling with health problems. While health issues are more common in the generation but they are not always sick. Marketers should note that. Also tagging everyone over 50 as old is not correct as well. People live up to 90 and beyond and further segregation should also be done according to their interests, demographics, etc

Although the percentage of them switching to another brand is less, but when they have a good experience with a product, 68% mentioned that they share it with other people. That is word-of-mouth and its more prevalent in the elderly than the younger generation. Brands should focus upon this and lure them as they have been luring the younger generation.

The Elderly also owns more wealth and disposable income than their younger counterparts.

Are there any elements in these ads that make them effective in reaching and persuading the elderly

Yes in Nike ad where the Iron Nun is shown. This ad tries to break stereotypes associated with the elder generation. They never say that all of them should compete in Triathlon. Nike conveys the message in a very subtle manner. Since the ad is based on a real person it has more effect.

This may persuade the elderly to be a little more active physically, for the ones who are not. And for others, it can motivate them.

This ad also has a positive vibe with it which is rare with ads focussing upon elderly. Since generation is more loyal towards brand that makes them feel good, its reaches them well.

I hope this answers your question. If you have any further doubts or need clarification. Do reach out

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All the Best!!!