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Middle-age consumers are getting lost in a no-man's land of advertising as marketers look to the very young and very old to pitch their goods and services.
According to a Gallup Organization survey commissioned by
ADVERTISING AGE,consumers over the age of 18 react positively to ads featuring mature consumers and say older adults are not used often enough.This opinion was voiced most frequently by people just entering the "mature years" -- those aged 45 to 54.
"When advertisers use [mature]adults,they tend to use much older adults," says Yvonne Dodd,managing editor of Mature Market Report."The 45 to 54 age group is looking at ads and saying,'Those old people are not me.' "The Gallup survey shows that 53% of consumers in that age bracket say they felt mature adults were not fairly and accurately portrayed in advertisements.
"They're not kidding themselves -- they're not young anymore,but they're not old either.They're wrestling with the idea of aging,but at the same token,because of the psychological mindset of society that aging is negative,they're more sensitive," says Ms.Dodd,who analyzed the survey responses for AD AGE.
Adults aged 45 to 54 "see themselves aging,but they're not seeing much of their generation in ads," she says.Some old people used as models in ads have the typical stereotypes such as gray hair,and more older celebrities are being featured,Ms.Dodd says."But the aging boomers don't identify with older celebrities.They have greater identity with the baby boomers."
Ms.Dodd says adilts over 65 have come to terms with aging,explaining why only 43% of them feel they are misrepresented in ads.She adds it explains why 40% of that group say advertisers are not overly obsessed with youth,the highest percentage of all age groups.
Ms.Dodd was surprised at the large number of people surveyed,regardless of age,who say they had a positive reaction to advertising that uses older adults.She attributes the responses to a recent increase in high-quality spots that include older adults,such as McCann-Erickson Worldwide's Art Carney commercial for Coca-Cola Co.and BBDO Worldwide's use of Jimmy Stewart for Campbell Soup Co.
But she says people tend to remember Campbell's Jimmy Stewart commercial because it's a "darn good commercial that touches people of many ages.It's a good ad in general,but it's not a good ad targeted at older Americans.People tend to remember the good ads and forget the bad."