First published in 1998. As society grows and changes, advertisers are faced with the challenge of matching their advertising messages to new and different target audiences. For example, children, adolescents, men, women, and "older" individuals are all audiences with specific needs, wants, and desires that advertisers must address in their advertising appeals. The purpose of this research is to determine the degree to which certain advertisements in the general interest media portray older individuals differently depending on the target audience. Specifically, this study examines advertisers’ attempts, in the electronic and print media, to target and attract the business of the older population.
I. INTRODUCTION Purpose of the Study II. REVIEW OF LITERATURE, Older Individuals on Television, Older Individuals in Magazine Advertising, Older Individuals on Television Advertisements, Older Individuals’ Response to Advertising, III. METHODOLOGY Explaining the Coding Instrument, Magazines, Newspapers, Television IV. ANALYSIS OF DATA, V. SUMMARY AND CONCLUSIONS
Biography
Thomas E. Robinson II
