Ads that ignore older women are missing out | WARC | The Feed
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Ads that ignore older women are missing out
Using older women in advertising positively influences younger and older female consumers, as well as their brand attitudes and purchase intentions, according to a new study in the Journal of Advertising Research.
The findings add to growing evidence which suggest that featuring people from underrepresented groups has a positive effect on advertising and the perception of brands.
Why it matters
Older people, especially women, are underrepresented in advertising. A belief persists that they are less attractive and potentially less likely to embrace new products or technology. Some of these ideas are based on outdated research that advised against using...
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