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Mamas, don't let your ads grow up to be camels

Media Post Publications, 6/29/09

Abstract:

Remember the old joke about the camel? That it's a horse built by a committee?

Many of the ads targeting mature consumers these days appear to be built by committee. Chock full of pictures. Lots of messages all at once. You could consider them visual camels.

In fact, research into the photo preferences of older adults shows Boomers and beyond want ads that are lean, like thoroughbreds.

Released earlier this year, Creating Results Photo Finish survey looked at what styles of imagery were most effective with mature consumers. From the just-turned-40-Gen Xers to the nearing-their-90s Greatest Generation, the majority of respondents agreed on one thing:

Single images are more effective than collage-style layouts.

As baby boomers have grown up, so has advertising. This was one of the first generations to be mass marketed to. (Heck, given the size of the Baby Boom, it was mass everything.) They're savvy consumers -- seen and heard it all. It's easy for these mature consumers to tune out the painstakingly created and pricy advertising.

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