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January 2, 2015
Deceptive Ads That Target the Elderly
 
Being an educator now, we have some time on our hands during the end of December and the beginning of January. Between movies and bowl games, we see some television that leaves much to be desired. Usually, we watch very little television, but this is the time when we see much of the TV and ads that people complain about.

We saw several ads that were very disturbing.

For example: We were watching the Game Show Network and there were ads that directly targeted the elderly. Bad? By no means; the Baby Boom market is getting older, and it's been the largest spending market for some time.

But the ads were awful.

There was the "healthcare hotline" where people could call to see if they were eligible for knee braces and discounts under the Affordable Healthcare Act. But in the fine print, this "hotline" is a lead-generation "ad agency" for multiple medical suppliers.

Trust in advertising? Questionable.

The advertising community is well under attack based on actual good work. Let's not add kindle to the fire with this type of bad practice.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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