Older Consumers and Celebrity Advertising

Journal article


Powell, H. and Yoon, Hyunsun (2011). Older Consumers and Celebrity Advertising. Ageing and Society. 32 (8). https://doi.org/10.2017/S0144686X1100095X
AuthorsPowell, H. and Yoon, Hyunsun
Abstract

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. Using a case study approach this paper has two aims: to explore the portrayal and representation of older consumers, with specific reference to the use of celebrities and to understand the value of a more progressive, aspirational set of role models that older consumers can identify with.

KeywordsAgeing, grey market, advertising creative strategy, celebrity advertising
Year2011
JournalAgeing and Society
Journal citation32 (8)
PublisherCambridge University Press (CUP)
ISSN1469-1779
Digital Object Identifier (DOI)https://doi.org/10.2017/S0144686X1100095X
Publication dates
Online19 Oct 2011
Publication process dates
Deposited31 Aug 2022
Accepted author manuscript
License
File Access Level
Open
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https://openresearch.lsbu.ac.uk/item/91910

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Older consumers final paper.pdf
License: CC BY-NC-ND 4.0
File access level: Open

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