Word: added
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Dates: during 1980-1989
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...late '80s, the time has again come for a fresh cast of characters. This time their faces show the lines of age and experience because the new motto may well be MATURITY SELLS. In a new Eastern Air Lines ad, the happy vacationers cavorting on the beach are over 60. In the McDonald's commercial, the Lothario with an eye for the female customer is 75 if he's a day. And the lady who takes the Subaru for a joyride to the pulsing music of La Bamba must be pushing...
...These citizens have plenty of cash, which few of them need to spend on baby-sitters or mortgages. Americans 50 and older control $130 billion in discretionary spending power, or half the annual U.S. disposable income. Says Hal Margolis, group senior vice president for the Lintas:Campbell-Ewald ad agency's Michigan office: "For a long time, no one in this business was paying any attention at all to people over 49. Then some of us started looking at the demographics. And we realized these people have got all the money...
...carry the message, the ad agencies are signing up a host of aging TV and movie stars. Among the familiar faces: Wilford Brimley for Quaker Oats, Art Carney for Coca-Cola Classic, Barbara Billingsley and Jane Wyatt for Milk of Magnesia and Buddy Ebsen for McDonald's. Special modeling agencies have sprung up to meet the growing demand for mature actors for commercials. At the Ford agency, a division called Classic Woman offers a group of 30 models over age 40. Senior Class, a New York City agency started last year, books 200 men and women 50 to 80. Among...
Older people now do the things in ads that they do in real life: work, play tennis, fall in love, buy new cars. "They've rejoined the American family that advertisers show us," says Frankie Cadwell, president of Cadwell Davis Partners, a Manhattan ad agency. The bride in a commercial for New York Telephone, for example, is about 60. All of the discreetly nude models in ads for Lear's, a magazine for older women, are over...
...bitterness and anger of Mather students whose friends were involved in the original incident is easy to understand. They see themselves as victims of political exploitation and grandstanding, as an incident which should belong to the Ad Board alone is taken out of context and used to galvanize a campaign that portrays them as insensitive, morally constipated bigots for daring to try to set the record straight. Important as are the issues of homosexual rights and the need to end homophobic violence, it did not take long for the debate at Mather to become a sweeping demonization of anyone with...