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Age is Beauty

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Karly Bustos

on 19 November 2012

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Transcript of Age is Beauty

50 and Over women in advertisements
today Age Is Beauty Advertisements play a role in how
the public perceives themselves and others in society We have seen many of these types of ads on a day-to-day basis: Women that are 50 and older feel like they are ignored in advertising or are misrepresented in ads Advertisements mostly cater to the younger generation
When "older" women are portrayed in commercials, younger women play them. When Women of 50 or older do see advertisements for them it mostly conveys the same message... They are getting older and need to do something about it. Olay Many ads that are targeted at women beyond 50 are about cosmetics that will make them appear younger One blogger said: "There is no miracle potion. Sarah Jessica Parker doesn't look like she does in the Garnier commercials. None of these women do. You're so wiling to accept that people are airbrushed in magazines, but you cant wrap your head around the fact that they do it on camera too?" (Did you see this Stupid Commercial?) Many Women find advertisements targeted at them annoying for several reasons: An advertising advise website suggested that companies shouldn't look at over 50 as old and dull.

"Far from mourning their youth, grieving over empty nests, or moaning about stiffening joints, age 50 is a positive turning point for many women" (Marketing to Women Baby Boomers) Why should women above 50 want to "reclaim" their youth with cream and injections? The media has a picture of the ideal woman for all ages, young and old. Why do young girls and mature women have to be the "perfect" woman for their entire lives? Women are beautiful in their own skin at every age and shouldn't have to change that due to the pressures and demands of the media "For woman in her 50s and 60s today, the physical, emotional, and social opportunities are enormous. The attitude is 'I'm physically able, because I'm healthier than my mother and grandmother were at my age.' The second thing is 'I'm financially able because I had a job or career.' And third is 'I'm socially able because the world is more comfortable for women on their own today.' Women 50 and above are feeling better than ever. An article in Prevention magazine stated: Women in their 50s are healthier and happier than ever, so shouldn't our advertisements reflect women's spirit at this age? There are a few ads out there that are leading the way in changing the perception of "older" women PRO AGING! Dove PRO Aging There should be more advertisements like this in the media today. Ads that reflect the beauty of each age group! Notice the age range in this video. There is no
one over the age of 30. But what about ads portraying and advertising to the generation over 50? "Older adults appear to be underrepresented on
television relative to the growing representation in
society" (24 M.M. Lee et al.). When people over 50 are in advertisements it is found "that higher
rates of television viewings were associated with negative attitudes about older adults. Other studies have suggested that portrayals of older adults on television may not accurately reflect contemporary aging" (24 M.M. Lee et al.). This ad is basically saying old people don't like "fun" things Why isn't the older generation represented in commercials
now a days when they are growing in number and are more
financially stable and willing to buy compared to younger
people? "For decades, older consumers were largely shunned by marketers because they were deemed less wealthy, less likely to try new products and less willing to change brands" (2009 New York Times Business). While this trend is slowly changing
women and men above a certain age
are still not being marketed to despite the current statistics: "Seniors control 70% of America's disposable
income" (Shaoolian). Yet the 50 and up generation are being ignored, especially women. A study showed that older adults are in only 15% of ads on T.V. and out of that 15% women only appear in 38% of them (25 M.M. Lee et al.). Once women hit 50 people automatically group them with 80 year olds! This is a huge difference! "If you accept the current way of looking at things, then over
50's women would be different at the drop of a hat: They would
dress differently, consume differently, their attitudes would change
....that's absurd!" (Rheingold, Institute for Qualitative market and
Media Research) While ads with older men are more willing to show men's aging in a more positive light: This Dos Equis commercial shows an older man being appealing and
that his age makes him that much more interesting. Another blogger said: "Most of you know that I don't make much of an issue of my age (I'll be 60 in April) or the fact that I'm not the pretty young thing of my youth (I'd say until I hit about 40), but I'm at the point where if someone is going to claim they are speaking to ME as a middle aged woman who is NOT a model, they should try to use age appropriate photos so as not to send me over the edge like this one did" (A Day in the life of the middle aged women). Our media is obsessed with youth. Youth in our
society is equivalent to beauty. Especially the youthful looks of women. Women are not seen as beautiful past the age of 30. It seems like women are not supposed to physically age according to the advertisements that are out there. Women are healthier and happier than ever in their 50's and beyond, Yet in advertisements older women are either boring or trying to reclaim their youth. The media should be celebrating woman as they age, just like they do with men. Advertisement companies are starting to understand the "older dynamic". However they have a ways to go with portraying women over 50. Dove and other companies are slowly changing our societies views on older women. Over 50 women are not old and decaying, they are enjoying their active and engaging lives. So lets celebrate them! Advertisements show women of the baby boom era slowing down rather than enjoying their age How old is this woman?? This is the picture she was referring to that was in an AARP ad! Sources:
Busch, Jenna. "Anti-aging Ads..."It Will Make You Look 30 Years Younger!"" Web log post. Did You See That Stupid Commercial? N.p., 14 Mar. 2011. Web. 18 Oct. 2012. <http://didyouseethatstupidcommercial.blogspot.com/2011/03/anti-aging-adsit-will-make-you-look-30.html>.Dee. "Advertising to Babyboomer Women." Web log post. A Day in the Life of a Middle Aged Woman. N.p., 06 Oct. 2007. Web. 18 Oct. 2012. <http://minniepauzblog.blogspot.com/2007/10/advertising-to-babyboomer- women.html>.Elliott, Stuart. "ADVERTISING; The Older Audience Is Looking Better Than Ever." The New York Times. The New York Times, 20 Apr. 2009. Web. 18 Oct. 2012. <http://www.nytimes.com/2009/04/20/business/20adcol.html?_r=0>.Lee, Monica M., Carpenter Brian, and Lawrence S. Meyers. "Representations of Older Adults in Television Advertisments." Science Direct. Journal of Aging Studies, 15 Feb. 2005. Web. 18 Oct. 2012. <http://www.elsevier.com/authored_subject_sections/S06/S06_351/misc/freearts/art6.pdf>."Marketing to Women Baby Boomers." Marketing to Women. Aio Design, 30 Mar. 2011. Web. 18 Nov. 2012. <http://www.web-design-for-women.com/marketing-to-women- baby-boomers.html>.Shaoolian, Gabriel. "How to Find and Reach Your âœOlderâ Target Audience Online." ROI Factor Blog How to Find and Reach Your Older Target Audience Online Comments. The Blue Fountain Media, 08 Sept. 2010. Web. 18 Oct. 2012. <http://www.bluefountainmedia.com/blog/reach-older-audience-online/>.
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