Advertising causes displeasure among seniors

Although senior citizens are an extremely affluent target group, they do not make it easy for advertisers: in a study, 66.3 percent of respondents over the age of 50 stated that advertising does not encourage them to try out new products. And they find advertising loud and hectic overall, according to the trade magazine Horizont.net, which commissioned the study from the Frankfurt Link Institute for Market and Social Research. Although senior citizens are an extremely affluent target group, they do not make it easy for advertisers: in a study, 66.3 percent of respondents over the age of 50 stated that advertising does not encourage them to try out new products. And they find advertising loud and hectic overall, according to the trade magazine Horizont.net, which commissioned the study from the Frankfurt Link Institute for Market and Social Research. Seniors also dislike the way they are portrayed in advertising. 50.2 percent denied the statement that the portrayal of older people corresponds to reality. Among the 14- to 29-year-olds surveyed, the response was even clearer: 62.1 do not think that the senior citizens portrayed in advertising correspond to reality.