Despite an increase in the number of elderly persons, traditional anti-aging attitudes persist in society. Brodmerkel and Barker (2019) argue that advertising and those who cater to the “young market” are guilty of ageism. The advertising business ignores or caricatures older people, which not only breaches its ethical obligations to this group but also misses out on the commercial potential given by the rising generation of older consumers. This paper analyzes two adverts: E-trade’s commercial “I’m 85, and I Want to Go Home!” and SuperBowl’s famous “Boomer &Charli” commercial popularly labeled “OK Boomer.” Focusing on the two ads, old people are depicted as old-fashioned individuals who seem misplaced in this generation.
A: E-trades “I’m 85 and I want to go home! Advert
The E-trade’s commercial targeted old people from 50 years and above who are employed. It featured a man in his 80s working at several sites, including working out with the young. The commercial’s purpose was to sensitize elderly employees on the need to save for their retirement (Scalcione 2018). The old man is shown engaged in activities that would be considered too hard for an employee of his age. Working among him are relatively younger people who tend to do activities much faster and more efficiently.
The ad humorously conveyed the message on retirement and savings. It violates social norms that require the elderly to be retired or, if working, be engaged in less tedious jobs. Although Scalcione’s (2018) ad was educative, it showed old people as old-fashioned employees who do not save for their retirement despite working hard for many years. The ad shows how the old man working as a firefighter at some point gets caught up in the fire. This indicates that at the age of 85, a person is not strong enough to work, an element that goes against social norms since there are many elderly people who perform their duties effectively.
In addition to the idea of saving communicated in E-trade’s ad, the commercial also seems to convey the hope of work among the old population. The fact that a person can be working at 85 gives hope to those searching for jobs. It also shows that age does not limit one from enjoying the things common among young people, such as exercising. The old man is seen enjoying the run and seems to be keeping pace with his fellow runners, who are almost half his age.
B: Sabra Hummus | Boomer & Charli Advert
Age has often been associated with old-fashioned characters who seem to be rather trapped in a vibrant generation. The advert by Sabra Hummus was designed to show the differences between young and old people in regard to their eating habits. The ad shows a man eating with his hands while making sounds and a teenage girl who seems bewildered and exclaims, “OK Boomer!”(Hummus 2020). The man, however, appears to be enjoying his meal, unbothered by the girl’s reaction. The ad targets young people showing them how they are expected to display good behavior according to the current trends.
The Boomer & Charli advert violates social norms in regard to society’s expectations of the relationship between young and old and food. In society, people are expected to value and respect each other’s attributes, which in this case is violated by the teenager. Again, people are allowed to follow their choices of food without discrimination on the basis of age. The advert has been used by many young people to refer to any old-fashioned behavior as belonging to boomers, as shown by Chasteen, Horhota, and Crumley-Branyon (2020). The ad seems to be suggesting that old-fashioned eating is associated with old age, which is false since there are many young people behaving in a similar way.
In addition to old age and feeding habits, the ad seems to be showing that eating less promotes fitness. The teenage girl is portrayed as a young, vibrant, and fit person who eats small healthy quantities (Hummus 2020). This ad has created a different perspective of age among the young generation who now use the term “OK Boomer!” to tell off everyone behaving in an awkward manner.
Similarities and differences between the two ads
The two ads used different elements to show ageism in advertisements. They are similar in that both portray old people as old-fashioned and unaware of the current trends in society. They are seen as individuals stuck in their age-old behavior in a world that is evolving fast. The main difference between them is that while Scalcione’s (2018) ad shows old people as hardworking and determined despite their age, Hummus (2020) only focuses on old-fashioned behavior without showing a positive side of old age.
Conclusion
In conclusion, ageism has been existent in society for centuries. Although the old population is increasing rapidly, there are still negative perspectives regarding old age. This can be attributed to the obsession with youthfulness and the notion that young people dominate the market. The E-trade advert showed how old people who are about to retire have no savings and therefore keep laboring against societal expectations. The Boomer & Charli ad depicts old people as old-fashioned individuals stuck in their old habits. Essentially, both reveal that ageism is still rampant in society.
References
Brodmerkel, Sven, and Richie Barker. 2019. “Hitting the ‘Glass Wall’: Investigating Everyday Ageism in the Advertising Industry.” The Sociological Review 67(6):1383-1399.
Chasteen, Alison L, Michelle Horhota, and Jessica J Crumley-Branyon. 2020. “Overlooked And Underestimated: Experiences Of Ageism In Young, Middle-Aged, And Older Adults.” The Journals of Gerontology: Series B 76(7):1323-1328.
Hummus, Sabra. 2020. Sabra Hummus | Boomer & Charli | #Superbowlliv.
Scalcione, Dominic. 2018. I’m 85, and I Want to Go Home!