• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

The Issue:

Extracts from this document...

Introduction

BPS 6201 6/30/04 Advertising and Older Consumers: Image and Ageism In past years the market that most advertisers aimed towards was the Gen X group. Now many advertisers are shooting at the even younger Generation Y. The interesting thing is that many of these products advertised are items that all generations use, such as food, soft drinks, clothing, cars, entertainment, etc. Rarely are older generations revealed using these products in print ads or commercials. The Issue: This creates the issue to advertisers that they stereotype older generations and reinforce society's misconception that people over 50 are feeble, pitiable, or incompetent. In many cases advertisers do just this. Remember the commercial for Lifecall emergency alert device in the early 90's where the elderly Ms. Fletcher fell in her bathroom and, while lying there helpless, she calls out, "I've fallen and I can't get up." Despite the importance of this product to seniors who live alone, the commercial quickly became the brunt of many jokes, including skits on Saturday Night Live and the Tonight Show. ...read more.

Middle

Utilitarianism Theory: Cross-generational advertising is a method of marketing that illustrates many generations using the same products without segregating or degrading any generational groups. This will produce the greatest long-term benefits to the most number of stakeholders. First, using models from Generation Y through the GI Generation will create awareness and a better understanding of age diversity in the consumer market. In turn, stereotypes of older generations will be broken. This could lead to a social and economic breakthrough. Older generations will feel more accepted in society and will have the urge to be more active. As they become more active, greater consumer spending is generated which benefits the corporation's overall profits and its stockholders. Free Market Theory: According to the IPC Magazine survey identified in the case, 62% of women prefer to see women their own age advertising products towards them1. In addition the over-50 age groups claim the majority of wealth and generate over 51% of consumer spending in the United States2 (see Graph). ...read more.

Conclusion

In the end, future retribution will be given to millions of older Americans as age discrimination in the media is diminished. Social Contract Theory: In the end, advertisers need to gain the trust of their consumers. As long as they continue to mock older generations or ignore them all together, they run the risk of "punitive reactions - consumer boycott, regulation, media hostility, financial loss, and above all loss of reputation1." They also owe society a picture of reality when it comes to the aging population. The Baby Boomer generation, with a population of 76 million, is the largest and most economically powerful demographic group in the US3. As a majority of this group has already passed the 50-year mark and the rest are soon to follow, an accurate depiction of our modern day aging process is needed because eventually everyone will pass through these same life stages. Sources: 1. Business Ethics: A European Review. January 2000, Vol. 9 - No. 1. 2. Let's Talk Business. September 2002, Issue 73. www.uwex.edu/ces/cced. 3. Business Ethics: A Stakeholder and Issues Management Approach. 2003, pg. 214. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    plenty to spend because they have more earning which means that they will be able to afford my product. I would be able to make a profit if customers buy my product. With unemployment at present been low there is some chance I may make sales because a lot of

  2. Viral Marketing

    Survey to assess the effectiveness of Viral Marketing Campaign Objective To assess the effectiveness of viral marketing by taking the case of MakeMyTrip.com. Following areas are explored in the survey a. Ad and Brand Recall b. Audience Engagement with Content c.

  1. Pepsi-Cola company review

    The report also declares its concern on responsibility to contribute to the well-being of consumers, support communities with direct contribution to not-for-profit groups and working with organizations delicate to improving the life of people (PepsiCo. Inc, 2004). Other public relation strategies like posing newsworthy information on the company website have also been used.

  2. Create ing your own business - create a full plan on a business of ...

    to planning permission as they believe it is local government interference and that they know what is best for their business. And other individuals object planning permission as it might affect them in a way as in block out light or impede their nice view and so forth mostly for

  1. American Women as Consumers

    Single women are more likely than married women to participate in activities outside the home, and are a growing market for travel. Many childless single women are also moving to larger cities for easier access to cultural and social resources (Editors of Marketing to Women, 2001).

  2. Professional Campaigns

    Firstly, the company needs to decide who there main target audience is. When they have decided this, then they can go about finding out which method of advertising is most suitable for the audience they are targeting. For example, if the target audience is females ages 16-20, then the most

  1. As the Marketing Manager of this ice cream firm, CALMOR, I have written this ...

    The questionnaires were reliable in the aspect of demographic segmentation as it was asked only of respondents over the age of eighteen. The main groups that this product would be aimed at are the young professionals and housewives, so the demographic segmentation is not very reliable as most respondents from

  2. Analyse one of the advertisements in the Barnado's advertising campaign of 1999-2000. Comment on ...

    I think that the background is meant to make the audience shocked. It has the look of loneliness and sadness. It shows where people may be forced into, to get away from the society that has excluded them. It is used to make people feel empathy, to feel what it may be like to be in their shoes.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work