Baby Boomers Advertisement: “Where’s the Beef?”

With an excellent, down-to-earth interview Dr. Ken Dichtwald From last year:

Why 24 September 2020
Growing Brave and Ken Dychtwald

He recently wrote a piece for AARP Bulletin:

Aging is alive and well in advertising
50+ consumers feel marketing bias against them

This is a worthy subject, as it were Ageism in general. Dr. Deichwald is one I admire year after year. I met him a long time ago and took part in one of his presentations.

I agree with most of what I say about ad biz. I have been agreeing with it for almost eighteen years. Since 2003:

Back into the folds
By Chuck Niren
A Giant Leap: There could be a small revolution in the creative end of the advertising industry. If you want to reach out to us, you have to bring back the talented men and women of the late forties and early fifties. These include copywriters, graphic artists, producers, directors and creative directors.

coveradvbb[3]And in 2005 Yours Truly wrote a book about it: Advertising for Baby Boomers. It was selected as A classroom resource for The Advertising Educational Foundation.

I write at length about books and aging in this blog. If you want more ‘history’ about all of this, download the book’s introduction and Chapter 1 (Chapter One is about aging):

Advertising for Baby Boomers (PDF)

However, there are examples of overzealousness in the anti-aging movement. The AARP Bulletin article quotes from the 1980s Wendy’s Advertising campaign, calling it “innocent zeitgeist advertising”. Nonsense. If anything, it celebrates the perceptions and ambiguities of old age:

Character depicted by Clara Pel This is one Truthful. Think The emperor’s new dress, Shakespeare’s Fool in King Lear. The comic foils marked for ridicule are (McDonald’s / Burger King) Patty and Bun – certainly not women.

Heading back, the article begins with a comment about Christmas spot for DocMaris. This is a good one. Across the pond they are proud of the Christmas ad. Here is one I like from France:

But according to the overzealous, I must be wrong. It ticks all age boxes: Dad (later, grandfather) is quite naughty and ill-fated immature. She flashes herself in public and embarrasses her adult son. This place is obviously age-old.

I do not think so.

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