The forgotten segment!
senior and advertising communication
DOI:
https://doi.org/10.4000/cp.850Keywords:
seniors, advertising, affectivity towards advertising, self and hetero perception towards advertisingAbstract
Being evident in literature the under-representation of senior advertising and the clear lack of research addressing this issue from the perspective of this segment, this study, from the point of view of seniors, aims to understand how advertising communications are, by them, understood and interpreted. As this is an exploratory study, and pioneer concerning the national context, we chose a qualitative methodology, operationalized by conducting four Focus Groups. As general conclusions, we highlight the fact that the senior population appreciates advertising, making it a part of their daily lives, while, at the same time, they don’t recognize themselves in the way it represents them, particularly due to the fact that they are negatively stereotyped by the advertising communication.
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