Research On The Communication Effect Improving Strategy Of Health Appeal Advertising Among Middle-aged And Elderly Consumers

The aging of the society population drives the development of silver-haired economy,and the middle-aged and elderly groups have become important participants in advertising communication activities.Based on the strategic layout of "Healthy China" and the optimization and upgrading of consumption structure,the middle-aged and elderly people are in a special period of physiology and psycholog y,and their demand for health information and related products and services is increasing gradually,so they have become the important appeal objects of health appeal advertising.However,the concern of middle-aged and elderly people about health issues has not been directly translated into the attention and acceptance of health appeal advertising.On the contrary,some middle-aged and elderly people are deeply poisoned by pseudo-health communication advertising,such as purchasing "omnipotent" health products,and even taking the advertising of black-hearted enterprises as the criterion.In view of the unscientific but repeated success of pseudo-health communication and the plain communication effect of conventional health appeal advertising introducing health inform ation,this paper aims to find out the balance between marketing value and social value of health appeal advertising.Through the health communication function of advertising,more middle-aged and elderly people can identify pseudo-health information,refuse pseudo-health communication advertising.At the same time,this paper provides optimization of advertising communication strategies to promote the sales of health appeal advertising.Based on the theoretical framework of Knowledge-Attitude-Belief-Practice Model of health communication,using the theory of pseudo-health communication research,psychological behavior research of advertising audience,and research on communication about middle-aged and elderly consumers,questionnaires and interviews are used to investigate the motivation,effect and influencing factors of middle-aged and elderly consumers' acceptance of health appeal advertising in Linzhou,Henan Province.Through the text analysis of health appeal advertising,the communication dilemma of health appeal advertising among middle-aged and elderly consumers is found out.The psychological behavior and focus of attention of middle-aged and elderly consumers are analyzed from the three stages ——obtaining advertising information,establishing adver tising belief and achieving purchase behavior.Combining the inherent rules of the "routine" of pseudo-health communication advertising and the communication dilemma of health appeal advertising,in order to make advertising communication better fit the middle-aged and elderly consumers,this paper studies the optimization strategies and consumer education that aim at improving the communication effect of health appeal advertising,hoping to achieve the balance between sales promotion and consumer literacy improvement.Namely,in terms of advertising content,the use of high-quality content to reduce advertising avoidance,close to the audience demands to trigger advertising attention,and select authoritative sources to strengthen advertising conviction;in terms of channel,achieve precise delivery to promote advertising awareness,improve the monetization path to drive purchase behavior,and rule by law and morality to maintain the order of advertising platforms;in terms of consumer education,encourage interaction and sharing to deepen advertising sentiment,skillfully use community mutual assistance to help improve the media literacy of middle-aged and elderly people,and adhere to health communication to help improve the health literacy of them.