Advertising to Senior Citizens the Term Paper

Yet, many ads lack such sensitivity and actually end up re-affirming every senior citizen's fears.

The next important theme is that of enjoying retirement. This message is portrayed once again largely by banks selling various bank products. However, recently companies promoting travel packages, and other types of consumer products have become another major facet of such reoccurring themes. This plays on the idea that each individual has worked hard his or her whole life, and should therefore be rewarded with freedom in retirement. This type of thematic representation has also occurred in major motion pictures and literature for years. Unlike the previous theme discussed, this theme represents a much brighter view of the lives of senior citizens. This gives gerontological social work a much different perspective of a life outside of normal middle age working experiences. It also represents a shift in consciousness to a more youthful and free type of existence that every senior citizen would want, despite not being able to afford. Therefore, this theme is represented in a much more positive light than the previous theme of protecting one's assets and loved ones.

Both of these themes represent an interesting view of life and desires as a senior citizen. It is important that senior citizens should know their options for the future of their families. However, I do not believe that these individuals should constantly be forced to deal with their own deaths on a daily basis. Therefore, I believe this theme represents a negative impact on the older adult community. Yet, the second theme represents a more positive idea of what it is to be a senior citizen. The freedom of retirement is always the strongest motivation for hard work and saving throughout one's entire life. Therefore, this theme represents a positive impact not only on the older adult community, but younger…