Media & Marketing Emmet OliverFirst there was public concern over alcohol advertising. More recently voices were raised about the advertising of fast food and sugary products to children. Now the Irish advertising industry may need to start considering how it portrays older people.
Age & Opportunity, the State-funded agency which promotes greater participation among older people in society, has called on Irish advertisers to be "more thoughtful" in the way they use images of older people.
The organisation's director of communications, Ms Ann Leahy, writes in the group's newsletter that positive images of older people, while "not unknown", are uncommon in advertising.
"Adverts often feature older people in stereotypical ways - say as a doddery old man or a sweet old lady who is often the butt of the joke. Such stereotypes contribute to the formation of all our attitudes to ageing.
"Adverts for cosmetic creams nowadays seem to be all about avoiding wrinkles and 'defying' ageing. These adverts use models - usually in their 20s and 30s - talking about lines and wrinkles."
She says this suggests ageing is "some kind of awful vista, to be covered up and staved off, rather than the normal and inevitable part of life that it is".
While there is little public clamour for stronger regulation on advertising featuring older people, the issue has surfaced in the last year.
In June 2003, Dublin agency QMP D'Arcy fell foul of the Advertising Standards Authority for a Sandtex paint advert.
The billboard showed an unsmiling older woman looking out through the window of a house. On the outside wall of the house, the wording "For longer lasting good looks" was shown over the image of a tin of Sandtex paint.
Age and Opportunity said the implication of the slogan was obvious - that the woman's looks had not lasted. It considered the advertisement offensive to older people.
The authority accepted the complaints and pointed out that adverts should contain nothing likely to cause grave or widespread offence.
"Advertisements should respect the dignity of all persons and should avoid causing offence on grounds of gender, marital status, family status, sexual orientation, religion, age, disability, race or membership of the travelling community."
Age was obviously the key one on that occasion.
Ms Orlaith Blaney, managing director of McCann Erickson, said advertisers needed to be sensitive and remain within the codes set by the Advertising Standards Authority.
"There is a significant marketing opportunity to target older consumers with brands in the Irish marketplace, particularly given the demographic changes. The population stats show that by 2010 the number of "55 pluses" will grow by 15 per cent.
"Many of them will have higher disposable income, have significant equity in their properties, and are a key target for financial services and travel companies," according to Ms Blaney.
"In the UK, there is an advertisement for John Smith Bitter which features Peter Kay, the comedian. He arrives at his mother's with a suitcase and tells her she should pack her bags. Confused, she asks if she is going somewhere. Yes, he replies, you are going to the old folks' home because I want to put a snooker table in your bedroom and the kids are afraid of your moustache.
"Obviously that could be deemed extremely offensive to the elderly," she says.
"The only other example, is the 'sell your granny' advertisement for Denny sausages - it's tongue in cheek and light-hearted, but could cause offence too," according to Ms Blaney.
"The challenge for advertisers, particularly in the 'comedic' creative territory, is not to cause offence to consumers. Comedy, correctly pitched, can be a very powerful creative device, but can lead you into problematic territory."
Rothco gains accounts
Dublin creative agency Rothco has picked up a few more accounts.
The agency recently won the Fruice account, worth about €1 million, despite competition from agencies such as Burnets, Ogilvy & Mather and Chemistry.
Rothco was also able to pinch the €750,000 Citroen account from Burnets.
Citroen, a French icon, is expected to significantly step up its marketing and advertising activity in the next year in the Republic.
The agency, which already has a foothold in the drinks market with Murphys, has also won the Tesco club card account, which has a value of approximately €500,000.
'In Dublin' returns
In Dublin will return to the capital's streets today, seven months after it was closed by publisher Mr Mike Hogan.
It has now become a weekly freesheet.
The title was bought from Mr Hogan a few months ago by the Car Buyers' Guide, which is owned by publisher Mr Ray Egan.
It will be available every Thursday from hundreds of locations across the city, including pubs, clubs, restaurants and music venues.
According to Mr Egan, the new In Dublin will "mirror successful European listings guides in content and style".
He hopes for an ABC-audited circulation of about 30,000.
Bord Bia brand forum
Bord Bia, the food board, is due to hold its well-regarded brand forum next week.
The keynote speaker will be Mr Richard Reed, marketing director and co-founder of Innocent Drinks. In less than five years, his company has grown from selling a few hundred of its smoothies per day to more than 34,000 units per day in over 4,000 outlets throughout the Britain and Ireland.
A second presentation will be made by Mr James Capaldi, sales and marketing manager of Corby Rock Eggs.
For more information on the forum, contact Niamh MacHale at niamh.machale@ bordbia.ie
