Free Essay Example: Elderly Consumers

Published: 2023-01-31
Free Essay Example: Elderly Consumers
Type of paper:  Essay
Categories:  Advertising Sales Marketing plan Customer service
Pages: 5
Wordcount: 1131 words
10 min read

Advertisement plays a significant role in our modern society today. In every place you go, you will find products being advertised on billboards, television, and even on online pages. Most businesses design their advertisements based on the population they plan to target (Greco, 2015). Thus, there are advertisements for men, women, the youth, and the elderly. This paper shall, therefore, analyze advertisements on elderly consumers.

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It is factual that the older we get, the wiser we become, and it continuously makes us more apprehensive. Besides, older people are less overwhelmed by the newest trends or styles. Hence, they tend to put more emphasis on quality, value for money, and in most instances, they are improbable to be rushed into making choices (Greco, 1988). Even so, older persons have proven to be the most faithful consumers of products and services. They are extra probable to dedicate themselves to a particular brand, and this encourages them to their networks.

The connection between the view of being stereotyped and self-esteem is mind-boggling. Managing the depiction of more established people in the media speaks to thinks about that have been led in various regions. In the field of promoting, the utilization of more seasoned people in magazine and TV has been analyzed by various researchers with comparative outcomes. Seniors do promote an assortment of items; be that as it may, most will come in general arrangement with wellbeing, sustenance, buyer administrations, and family items. Researchers additionally have discovered that the depictions of more seasoned characters are less positive than more youthful people in magazine and TV notices. Pessimistic generalizations may influence more established individuals' self-assurance and confidence.

First Good Example

For our first example, we shall look at trade stores. A majority of trade stores have determined that the elderly are wonderful workers as bases of information and store guides.

Furthermore, the elderly are long-term; they distinguish a lot, and put away a good understanding of the requirements of the clientless "Not fair ones that are elderly." The elderly are more probable as compared to numerous new persons, to get out of the sofa in the a.m. periodically. Hence, they may not be that fast, but they are a more dependable population (Greco, 2015).

Second Good Example

For the various persons in distinct age brackets, it becomes essential to comprehend the multiple ways in which different groups behave within a similar city or town. People tend to have different social upbringings, philosophies, civilizations, and more so divergent impressions. Therefore, their life histories may differ in one way, or the other quite differently. Thus, it becomes vital to understand all these factors as one plan to promote to the elderly. It is also important to acknowledge that the journey of a lifetime the elderly have explored is very momentous to appreciate.

First Bad Example

On the contrary, most advertisements both on television, newspapers, and even on social media, depict the elderly as weak people, out of trace, and sick. It is only forty-seven percent of advertisements touched that pensioners are described as people who ought to be appreciated. Also, it has been discovered that most discovery advertisements are unhelpful. Only thirty-one percent of the elderly find value in advertisements for senior living, and fiscal facilities and about twenty-nine percent of the elderly find worth in medical advertisements. Promoters are plummeting short, by just twenty percent of the older people claiming that they "like" a majority of the advertisements for the elderly. This has reduced the figures to thirteen percent for fiscal facility advertisements, and nine percent for medical advertisements, respectively.

Second Bad Advertisement

When advertising to the elderly, humor is one of the significant, influential instruments. Even so, it becomes quite problematic to get correct, and to some extent, it may be unhelpful when such an advertisement goes wrong (Greco, 1988). It is inherently challenging to employ the use of humor that distances various groups. Likewise, there exists a significant change amongst cheeky disrespect, and through the creation of advertisements that make the customer appear like a fool.

Degree of Stereotypical Advertisements

Very minimal stereotyping was open. The analysis, therefore, designates tendencies in the influx of numerous optimistic stereotypes and variations in the pigeonholing of age sections and gender collections within the elderly. Such consequences are well understood from public science points of view as well as collective advertising (Duduciuc, 2016).

Yes, the advertisements depict some concepts of perceived age. This is because most Brands often and have an incorrect belief that for them to appeal the elderly consumers, they need to shriek the future age finished advertising or on wrapping.

Advertisement Improvements

Advertisement is the act of promoting a message and is a technique used by most brands to motivate spectators to take or continue about with the action of consuming a particular brand. A majority of brands use advertising with relevance to a profitable offering, ideology provision, or party-political provisions. One essential point advertisers need to keep a note of is that there is a critical change amongst the "over-fifties" of the twenty-first century and those of the preceding years. Hence, the prior knowledge may not necessarily be used as a forecaster of the consumer behavior of the new group of the "over-fifties."

Nevertheless, the old-style bias in contradiction of age persists in advertising (Smith & Moschis, 1984). Also, socially in-built stereotypes deem in effect in the inconsistency of the elderly customers in the attention of promoters. One of the areas where ageism is predominant is in the use of older imitations in advertising.

Older models are non-existent in regular advertising, and in most instances, they are displayed in conventional and unsuitable ways. An additional method to improve advertisements to the elderly is through the use of the language that they use day to day. Too, promoters need to understand that the elderly have a choice on the specific products they want to use.


Thus promoters should not assume that other people make purchase decisions for the elderly. The elderly are not usually intrigued by new products, and it, therefore, becomes essential to offer them a product that they are familiar with. Lastly, when it comes to advertising to the elderly, promoters ought to make things as simple as possible for the older people. This helps in passing forth the message efficiently and effectively.


Duduciuc, A. (2016). Students' stereotypes of aging and the use of older adults in advertising. Euromonitor Journal-Studies about education, (03), 59-71.

Greco, A. J. (1988). Representation of the elderly in advertising: crisis or inconsequence? Journal of Services Marketing, 2(3), 27-34.

Greco, A. J. (2015). Advertising and the elderly consumer: A review and managerial implications. In Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference (pp. 265-269). Springer, Cham.

Smith, R. B., & Moschis, G. P. (1984). Consumer Socialization of the Elderly: An Exploratory Study. Advances in consumer research, 11(1).

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