Research On Elderly Advertisement

As China gradually entered the aging society, the social pension pressure, urban and rural elderly people’s income level is low, the old people’s psychological is not perfect and so on has been unprecedented attention, at the same time, the huge purchasing power of the elderly has also aroused people’s attention. Today’s domestic scholars, the media on the old age economics, psychological health of the elderly, the successful aging of the research and reports gradually increased, with the growth of the elderly market, commercial advertising for the elderly is also frequently appear in the public view of the. As modern advertising is generally regarded as vulnerable groups of older people, ignoring the special needs of the elderly and its complexity, in addition to the old people’s advertising marketing academic research is also one of the few, with today’s and future development of the old market, the rapid development of the old market, unable to meet the gradually expanding market. To sum up, this study combined with the spread of the "5W" model, from the advertising products and the demands of performance characteristics, media strategy, advertising and other aspects of the object of research, make up for the theoretical gaps in this study, to provide some reference and guidance for the elderly market.