Older consumers and celebrity advertising
Yoon, C. and Powell, Helen 2011. Older consumers and celebrity advertising. Ageing and Society. 32 (8), pp. 1319-1336.
|Authors||Yoon, C. and Powell, Helen|
Older consumers have long been the ‘invisible majority’ in advertising despite the rapid increase in an ageing population. 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 intends to find out why advertisers have been slow or struggle to target older consumers effectively. The aims of this 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.
|Journal||Ageing and Society|
|Journal citation||32 (8), pp. 1319-1336|
|Publisher||Cambridge University Press for British Society of Gerontology|
|Digital Object Identifier (DOI)||doi:10.1017/S0144686X1100095X|
|19 Oct 2011|
|Publication process dates|
|Deposited||22 Jun 2017|
|Accepted||12 Sep 2011|
|Copyright information||© Cambridge University Press 2011|
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