Does advertising in the UK need older models?

Abstract

Focuses on the use and role of older people in advertisements in the UK. Investigates the current situation in the UK with regard to the use of older models, and considers the views of advertising executives in relation to which types of products and services are considered appropriate by advertisers for representation by older people. Using a framework developed in the USA, this initial study which included responses from 19 London agencies found executives were cautious of using models that they considered might alienate the younger audiences for their advertisements. Aims to open a debate which is already well developed in the USA but less so in the UK as to the approach taken towards advertising and older people. In particular it raises the question as to whether this is purely a social issue of discrimination or a broader one of consumer and managerial concern.