For anyone over age 50, advertising often is demeaning, portraying older people as befuddled, cranky, unable to grasp new trends and clueless about technology.
Never mind that 86% of Americans 50-59 own smartphones as do 81% of those 60-69 and 62% of those 70 and older.
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Fortunately, commercials on TV and elsewhere now show a broader cross section of the population, with more people of color, of different body sizes, gay couples and other groups seen more often in advertising.
But the mocking of older people hasn’t lessened much.
We find extra cringeworthy fare shoved in front of us during the annual Medicare signup period, when a host of insurance companies are pushing various Supplement and Advantage plans that you buy to cover some things Medicare doesn’t.
In recent years we’ve had to watch what’s become known as the “Cranky Martha” ad.
Martha is a tiny woman with white hair, wearing a nightgown that went out of style in the 1940s and who sports a huge pair of goggle glasses. She looks mean and has a screeching voice to match.
The ad starts like this:
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“Meet Martha. She’s 75 years old and has been on Medicare for 10 years now. But she’s a bit cranky because she heard the Medicare Advantage plans are now available during the Medicare enrollment period and she wants details.”
Loud, screeching Martha: “I’m already on Medicare! Why doesn’t my plan have additional benefits?”
Voice: “Martha … now is the time for everyone on Medicare to go through the Medicare enrollment period for your free, no obligation, Medicare benefits review.”
Martha: “I already have my Medicare card! I am NOT calling!”
And on it goes for a full two minutes.
The question I’ve never had answered is why do they keep running ads like Cranky Martha that mocks their target audience? Advertising firms and the big companies that hire them often do test screenings with control groups to get reactions to different ads.
I can’t imagine anyone in a screening group who watched Martha would say, “Dang, that makes me want to call that Advantage plan hotline and sign up.”
There’s also a growing number of celebrity Medicare ads, including from Joe Namath, Jimmy “J.J.” Walker and George Foreman.
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They are not quite as condescending and insulting, but just more washed-up celebrities making money by adding to the confusion folks have as they search for the right medical coverage.
I think people didn’t always hate ads. They, at the least, tolerated ads and sometimes enjoyed them for giving them some useful information or amusing them with cleverness while trying to sell something.
There’s a reason more people enjoy streaming services where they can pay a subscription and watch shows and movies without an ad ever showing up.
Even when ads appear on some video clip you watch on your phone or computer about how to change the blade on your lawn mower, you’re usually only given the first 5 seconds of the ad before you have the choice to hit “skip ads.”
Unfortunately, if I’m watching TV, I can’t hit “skip ad” when Cranky Martha comes on.
And I’d hate to ruin my TV by throwing my wife’s 10-pound exercise weight through the screen when Martha comes on.
But it’s tempting.
Tim Krohn can be contacted at [email protected] or 507-720-1300.
Source: https://t-tees.com
Category: WHO
