The Use and Image of Mature Adults in Health Care Advertising (1954-1989)

Balazs, Anne L.

doi:10.1300/j026v12n03_03

Cited by 9 publications

(7 citation statements)

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“…Given the growth and importance of the over-50s in the UK population, and in countries such as the USA and Canada, it would be acceptable to assume that older models would be increasingly evident in advertising. This was also the hypothesis of several past US and Canadian authors (Balazs, 1995;Bucholz and Bynum, 1982;Gantz et al, 1980;Greco et al, 1997;Langmeyer, 1993;Milliman and Erffmeyer, 1990;Peterson 1992Peterson , 1995Roberts and Zhou, 1997;Ursic et al, 1986;Zhou and Chen, 1992). However, several studies carried out in the USA and Canada have found that the rise in importance of the 50+ market has not been mirrored by an increased incidence of 50+ models in advertising copy (Gantz et al, 1980;Greco, 1989;Langmeyer, 1993;Peterson 1992Peterson , 1995Ursic et al, 1986;Zhou and Chen, 1992).…”

Section: Literature Review -Past Evidencementioning

confidence: 61%

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The usage and portrayal of older models in contemporary consumer advertising

Carrigan

Szmigin

1998

Journal of Marketing Practice: Applied Marketing Science

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IntroductionAs the population of North America, Europe and Australia continues to mature, marketers in these countries have started to recognise that there is a need to move attention towards this potentially lucrative group of consumers. To date, most of the consumer research into the over-50s market has taken place in the USA, with few studies being carried out to investigate the UK mature market. Given the current and potential importance of this affluent and discriminating group of consumers, one would expect advertisers in the UK to make substantial use of older people as models in order to present relevant and attractive appeals to this segment of the market (Festervand and Lumpkin, 1984;Peterson, 1992). However, arguments have been made to the effect that younger models dominate advertisements, even for products which are targeted specifically at older consumers (Smith and Moschis, 1985); for example, models aged under thirty advertising anti-wrinkle products such as Oil of Ulay, or orthopaedic chairs and "comfort" clothing such as Daxon. This suggests that advertisers believe that older people hold a less attractive appeal. It is also argued that when older people are used in advertisements, they tend to be depicted in ways which suggest infirmity, helplessness or some other negative stereotype of old age (Peterson, 1992). This is not only insulting to the large number of fit, competent and active over-50s, but it is potentially dysfunctional in society, since it reinforces negative beliefs among the general population, and perpetuates ageism. The purpose of our study was to assess the extent to which 50+ adults are used as models in a sample of advertisements, and the manner in which they are portrayed. The findings are used to assess the validity of the argument that the over-50s are ignored by advertisers, and that they are depicted unfavourably. The demographics of the older marketIt is well known that the UK, in common with most of Western Europe and the USA, has an ageing population; it is estimated that by 2021 33 per cent of the UK population will be 55 or over (Social Trends, 1997). This increase is partly due to past fluctuations in births, such as the post-World War II "baby boom" and current issues such as low fertility rates (Tinker, 1994), but probably most

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Section: Literature Review -Past Evidencementioning

confidence: 61%

“…Past research has failed to equivocally answer the question about whether or not the use of older models is a negative or positive influence on the buyer behaviour of older consumers. Balazs (1995) and Greco (1989) both…”

Section: Literature Review -Past Evidencementioning

confidence: 99%

The usage and portrayal of older models in contemporary consumer advertising

Carrigan

Szmigin

1998

Journal of Marketing Practice: Applied Marketing Science

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“…Following Kassarjians suggestions, a realistic sample of a manageable size was randomly drawn from 1997 publications. Using past research directions (Balazs 1995;Peterson 1995;Roberts & Zhou 1997;Ursic et al 1986) we chose all advertisements which were at least one-eighth of a page in size, depicted at least one adult, and in which the models features could be clearly seen. A total of 246 advertisements were identified, which conforms to past study sample sizes (Kolbe & Burnett 1991), and is a sufficient number to be representative enough to allow generalization (Kassarjian 1977).…”

Section: The Studiesmentioning

confidence: 99%

The Representation of Older People in Advertisements: Ageism in Advertising

Szmigin

Carrigan

1999

Market Research Society. Journal.

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This paper discusses the criticism that has been targeted at the advertising industry about its hesitancy to use older models in advertising. It reports research on this issue in the context of current advertising in print media, using content analysis of British advertisements in inappropriate journals. The paper includes general discussion about ageism in advertising and its social implications.

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“…But it is arguable that English education is considered an 'age neutral' product and therefore does not require the use of either younger or older looking models. Balaz (1995) argue that the use of models in age neutral services is immaterial in inducing the target audience to purchase. Notwithstanding the type of model used should support the type of positioning that is desired.…”

Section: Segmentation and Marketing Strategiesmentioning

confidence: 99%

Marketing English Language Services to a Mature Audience: A Comparative Study of Japan and South Korea

Chambers¹

2018

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As the population of the world ages there is increasing need for an assessment of the marketing strategies that are used to target the elderly. The literature relating to the marketing of foreign languages to the elderly is sparse. Although academicians are divided on the specific age at which a customer transcends to the mature market many agree that this market can begin with members 50years and over. Neilson and Curry (1997) and Moschis (2003) have written in depth expositions on the strategies that ought to be used in respect to members of the mature audience. Using the Moschis Framework, this research explored the marketing techniques used by private English conversation schools in Japan (called eikaiwas) and South Korea (referred to as hogwans) to attract members of the mature audience. A qualitative approach was used to garner the data needed using in depth interviews and archival research. Twelve participants were interviewed. These participants were School Presidents, Administrators and Marketing Officers from Japan and South Korea. The results showed that Japan and South Korea enacted very different marketing strategies in respect to members of the mature audience. Japanese marketers are more prone to appeal to the younger self referent ages of the elderly through their use of younger looking models, brighter colored pamphlets and creative settings for advertisements. Koreans are more conservative in their approach and are inclined to appeal to the nationalistic tendencies of older Koreans. However, both groups use similar segmentation techniques with age being the dominant variable. It is recommended that further research incorporates other segment of the mature audience like the very old and be expanded to look at the marketing strategies that could be effective in marketing online English courses to Asian customers 50 years and over.

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The Use and Image of Mature Adults in Health Care Advertising (1954-1989)

Cited by 9 publications

References 0 publications

The usage and portrayal of older models in contemporary consumer advertising

The usage and portrayal of older models in contemporary consumer advertising

The Representation of Older People in Advertisements: Ageism in Advertising

Marketing English Language Services to a Mature Audience: A Comparative Study of Japan and South Korea

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