SENIORS IN ADVERTISING
DOI:
https://doi.org/10.24193/subbnegotia.2026.1.02Keywords:
advertising, seniors, message, challengesAbstract
The complexity of human life has contributed not only to the development of the service sector but also to the more nuanced and refined delineation of the stages of human life. For example, the definition of seniors is determined not only by age, biological, or sociological criteria, but also by psychological aspects and life cycle stage. At the same time, it remains a fact that the discussion, approach, and representation of ageing raises numerous questions, thereby making communication with seniors a real challenge for marketers. The present study examines the role of seniors in advertising in order to gain a better understanding of how such commercials are received and evaluated from the perspective of those who express their opinions.
JEL classification: M31, M37
Article History: Received: September 3, 2025; Reviewed: February 17, 2026;
Accepted: March 17, 2026; Available online: March 24, 2026.
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Accessed time interval: March 29, 2025 – July 5, 2025
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