Older consumers and celebrity advertising
Bibliographic Data
| ID | 11201109 |
|---|---|
| Authors | Hyunsun Yoon (0000-0001-5679-3335, University of East London, corresponding author), Helen Powell (0000-0003-1604-7850, University of East London) |
| Year | 2012 |
| Volume | 32 |
| Issue | 8 |
| Pages | 1319-1336 |
| Publication date | 2012-11-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Ageing and Society (JOURNAL) |
| Journal identifiers | ISSN: 0144-686X • E-ISSN: 1469-1779 |
| Publisher | Cambridge University Press (CUP) (PUBLISHER) |
| DOI | 10.1017/s0144686x1100095x |
| OpenAlex | W2017781231 |
| Language | EN |
| Citations received | 4 |
| References cited | 35 |
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
Advertising · Advertising campaign · Business · Economics · Older people · Political science · Population · Population ageing · Recession · Representation (politics) · Sociology · Aging and Gerontology Research · Cultural Industries and Urban Development · Law · Marketing · Medicine · Technology Use by Older Adults · Gerontology
Knowing Consumers – Histories, Identities, Practices
Advertising the American Dream
The Mask of Ageing and the Postmodern Life Course
The invisible majority? Older models in UK television advertising
Representation of the Elderly in Advertising
Understanding Celebrity
Time, Television, and the Decline of DIY
Representations of older adults in television advertisements
Selling the ‘Elixir of Life’
Growing old invisibly
The portrayal of older people in prime time television series
Perceptions and consequences of ageism
Advertising in an ageing society
Advertising and the American Dream
Social and Cultural Constructions of Ageing
The Portrayal of Older Adults in Advertising
| Unique citing works | 4 |
|---|---|
| Citations per year | 0,36 |
| Citation span | 2015 - 2022 (8) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 4 |