Word: agee
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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...
...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...
...people in ads. They went straight from the cute 20s to creaky old characters in their late 70s, most wearing wacky clothes. There were very few people in their 40s, and none in their 50s and 60s." Like Karp, senior executives at other agencies realized that their own age group was being left out of the world portrayed in their...
Advertisers admit that they woke up just in time. The baby boomers who shook up marketing themes 25 years ago are fast approaching middle age. Says Karp: "We'd better get our act together. In five to seven years, the boomers will begin to join the over-50 crowd." When it comes to portraying energetic oldsters, advertisers have only begun to kick up their heels...
...Showa, called Hirohito in his lifetime, bringing together admirers of Japan's modern ascent with the rites of a hallowed but controversial past. The burial too of an era that will lay to rest a history of barbaric militarism and shattering defeat, freeing Japan to move into a new age of unapologetic economic supremacy. All in all, it was as haunting and impressive a funeral as the century is likely...