From: Dr. Advertiser, M.D.
This was a very well written article. While I do agree with you on some of the statements I also disagree. It would be nice if there were no side…
From: Yeah, Right
Very well written. I could not agree more there is no such thing as a "happy period" other than they confirm you are not pregnant. These ads are probably…
From: The Killer Prius
Green is a new trend that is often viewed as boring or "hippie". Never having seen these commercials, going off of your description, it seems that…
In the media, adults over the age of 50 have typically been shown as entering a slowing down phase of their lives - their kids have moved out, graduated college, and continued on into their own lives; basically forgotten. Marketing companies are aware that the single largest, most lucrative, best educated consumer group in America is the baby boomer generation. Marketers are courting this coveted group in droves.
A current ad campaign for Toyota Venza is an excellent example of how Baby Boomers are important to the economy. The children of the baby boomers are expressing concerns and pity for their parents as they enter into their “declining years” and face “empty nest syndrome”. These children believe that their parents’ lives are boring and lonely now that they no longer have children living at home. As the children are expressing these concerns, they are alone, but preoccupied with some sort of electronic device. They brag about how much better they have it since they’re younger and life is just beginning for them. Interspersed throughout the child’s dialog are cut away scenes of the parents spending time with friends and enjoying various outdoor activities, such as mountain biking and horseback riding.
Toyota Venza’s ad campaign really hits home for me. Having a daughter who just moved out on her own, my husband and I have started to do more activities for ourselves outside of the home. She thinks our lives are boring and that we “never do anything”. To her credit, while she did live at home, we were boring. All of our time and energy were focused on the children, their education, and their activities. The commercial shows us what life can be like after the children move away. I’m not ready to slow down; I’m looking forward to the adventures my husband and I will have now that we have an empty nest. It’s about time baby boomers are shown as vibrant, fun-loving people in the media; we’re groovy baby.
Are the new Boomer focused ads appealing to the target market?
Graphic Credit:
Animationfactory.com
