Of course, the classic Life Alert commercial, "I've fallen and can't get up!" Old people aren't always marketed to, but when they are, it involves products that are to help their growing dependency on the help of others. They are seen as weak and incapable.
This ad for AARP says, "To most marketers, consumers die the minute they turn 50. As soon as people legally can be termed as "seniors," society treats them a little differently.
Old people need to find ways to feel younger, and being old is seen as being a weakness, as shown in this Chevy commercial.
Out of the products that are marketed to those 55 and older, the majority of these are pharmaceuticals. Because of course, old people have tons of health problems plaguing them, so what's another medication for them to take?
Also, who can forget the Jitterbug phone? Loud, clear sound, easy-to-see buttons, and pure simplicity is all your aging parents need so that you can better stay in touch with them!
Out of these examples, stereotypical conclusions can be made about old people in the media. They have failing health, are increasingly dependent and weak, and are unable to handle the complicated new technology of today. Hopefully senior citizens can be treated better by marketers in the future.
This is a very good post; not something you think about all the time. I think of senior citizens when I see menus at restaurants, when it lists the senior menu and prices. But this is a good point, they are treated much differently once they get to a certain age.
ReplyDeletei agree
ReplyDeleteAs a server, I often hate when seniors come in to eat. I assume they will be needy, grouchy, and demanding then tip poorly. Looking back, however, this has rarely been the case. I wonder if the way seniors are presented in the media has caused me to take more notice when the stereotypes are justified, however.
ReplyDeleteIt's true that seniors tend to be forgotten as real people. We tend to treat them like they don't belong or understand. Or even aren't capable of understanding. When really, we can learn a lot from them.
ReplyDeleteI kinda lose respect for educated people who can't learn to email or send a text message. This usually includes old people.
ReplyDeleteI think you're forgetting that sometimes old people are portrayed in the media as wise and or witty.I'm thinking perhaps Alfred in the Batman movies. These show old people with an element of respect.
ReplyDeleteIt didn't even cross my mind that old people are a social group that gets a lot of media coverage. One that comes to mind is the Taco Bell super bowl commercial with old people and the song "We are Young" playing. They want to be young.
ReplyDeleteFunny to think that all of the Apostles and the Prophet fall into this category. yet, they are sharper than tacks and are all up with the latest technology.
ReplyDeleteFrom a marketing standpoint there is a lot of money that goes into old people and a lot of money that comes from old people. They are a main target in the media.
ReplyDeleteI work exclusively with seniors. Unfortunately the government is partially to blame for perpetuating the notion that the minute you turn 62 you are incapable of taking care of yourself. I agree that seniors are preyed upon but most can still think and act for themselves. I offer a mortgage loan program for seniors and it has been interesting to see how many government regulations have been implemented in the last few years to protect seniors when in reality it makes them less inclined to think for themselves.
ReplyDeleteTrue, we all can see there are so many advertisements with seniors right now. I am not so sure if that is ethical to promote old people are weak, having failing health and so on. But some of the advertisements are showing old people are still energetic, and dare to try the new things. I feel like marketers should make better message about them!
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