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The portrayal of older characters in magazine advertising

Carrigan, Marylyn; Szmigin, Isabelle - In: Journal of Marketing Practice: Applied Marketing Science 5 (1999) 6/7/8, pp. 248-261

Older consumers have grown in number and affluence in the UK, but past research evidence suggests that they are less likely to be portrayed in advertisements than younger people. The wisdom of this approach has been questioned, particularly where depictions of older people feature caricature...

Persistent link: https://www.econbiz.de/10014889361

Does advertising in the UK need older models?

Szmigin, Isabelle; Carrigan, Marylyn - In: Journal of Product & Brand Management 9 (2000) 2, pp. 128-143

with regard to the use of older models, and considers the views of advertising executives in relation to which types of … already well developed in the USA but less so in the UK as to the approach taken towards advertising and older people. In …

Persistent link: https://www.econbiz.de/10014895681

Regulating ageism in UK advertising: an industry perspective

Carrigan, Marylyn; Szmigin, Isabelle - In: Marketing Intelligence & Planning 21 (2003) 4, pp. 198-204

Demographic trends are suggesting that older people are growing in importance in the population. The advertising … and agencies to the importance of older people, and to encourage more age diverse advertising. This paper presents the … findings of a study conducted to elicit the opinions of advertising industry commentators about the issue of ageism in …

Persistent link: https://www.econbiz.de/10014945870

The usage and portrayal of older models in contemporary consumer advertising

Carrigan, Marylyn; Szmigin, Isabelle - In: Journal of Marketing Practice: Applied Marketing Science 4 (1998) 8, pp. 231-248

older models in advertising. Assesses the extent to which 50+ adults are used as models in a sample of UK advertisements …

Persistent link: https://www.econbiz.de/10014889345

Creative strategies for connecting with mature individuals

Nielson, John; Curry, Kathy - In: Journal of Consumer Marketing 14 (1997) 4, pp. 310-322

learning goes beyond merely using larger point sizes. Traditional advertising techniques need to be inverted. There is a need … to be conditional ‐ allowing individuals the freedom to roam within a marketing or advertising concept according to their …

Persistent link: https://www.econbiz.de/10014849191

In pursuit of youth: what’s wrong with the older market?

Carrigan, Marylyn; Szmigin, Isabelle - In: Marketing Intelligence & Planning 17 (1999) 5, pp. 222-231

The media today remain focused on capturing the “youth market”, despite the population changes which suggest that older rather than younger consumers are becoming demographically and economically more attractive. Advertisers in particular are guilty of portraying older consumers in...

Persistent link: https://www.econbiz.de/10014946665

Age is no barrier to wanting to look good: women on body image, age and advertising

Borland, Helen; Akram, Selina - In: Qualitative Market Research: An International Journal 10 (2007) 3, pp. 310-333

Purpose – Most fashion advertising in the UK uses and targets young, slim women (and/or men). The purpose of this paper … – Directed towards the creators of fashion advertising and fashion retailers, this research was one of the first attempts to … uncover how older women view fashion advertising. It reveals that while older women do not necessarily expect to see women of …

Persistent link: https://www.econbiz.de/10014987168

(Mis)representations of older consumers in advertising : stigma and inadequacy in ageing societies

Rosenthal, Benjamin; Cardoso, Flávia; Abdalla, Carla Caires - 2021

Persistent link: https://www.econbiz.de/10012515284

Assessing the nomological validity of a cognitive age segmentation of Japanese seniors

Van Auken, Stuart; Barry, Thomas E. - In: Asia Pacific Journal of Marketing and Logistics 21 (2009) 3, pp. 315-328

Purpose – The purpose of this paper is to use cognitive age to segment college‐educated Japanese seniors, a grouping of interest to many marketers both within and external to Japan. The intent is to demonstrate the nomological validity of the cognitive age concept by relating it to key...

Persistent link: https://www.econbiz.de/10014674673

Marketing to Older Adults: an Overview and Assessment of Present Knowledge and Practice

Moschis, George P. - In: Journal of Services Marketing 5 (1991) 2, pp. 33-41

Summarizes the topics, challenges and existing knowledge on marketing to older consumers. Discussescontradictory beliefs about older consumers and how to market to them, explaining reasons for these contradictions and stereotypes. Suggests a method for aiding decision makers evaluating...

Persistent link: https://www.econbiz.de/10014905447