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Advertisers have been criticized for underrepresenting the elderly in print ads and television commercials. What critics often overlook, however, are audience and product considerations along with the effectiveness of older spokespersons in influencing intent to purchase among elderly and younger consumers. This article examines what is currently known about the use of older persons in advertising and extends these findings by reporting the views of advertising agency executives on this topic. From the results of these studies, an audience‐product matrix with examples is provided to help put the advertiser's position into perspective. According to the literature reviewed and the perceptions of advertising agency executives, the use of elderly spokespersons tends to work best when the product or service can be targeted to elderly consumers and the products or services themselves are elderly‐oriented. There is some evidence to suggest that elderly persons are used in advertisements not because advertisers want to represent the elderly, but rather when these spokespersons can sell the product.

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Little is known about the sales effects of different aged models on older (65 years and over) and younger (less than 65 years) consumers. This is an important issue because marketers have expressed some fear about using older models in the promotion of products directed at multiple age groups. This article presents the results of a study of 3,390 consumers' sales response to older, younger, and a combination of older and younger models in point‐of‐purchase advertising for an age‐free product. The results indicate that model age does not have a significantly different effect on consumers of different ages. Managerial implications are provided.

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