Should you use humor when advertising to baby boomers and seniors?
Yes…older people enjoy humor as much as any other age group. However, Wolfe and Snyder in their book, Ageless Marketing, point out that older consumers don’t always like the same humor that their children and grandchildren might like.
- Young people favor humor based on nonsense, bodily functions, and aggressions. Middle-age folks prefer political, sexual, family, and aggressive humor. Older people like humor that is based on family or politics. They appreciate sexual humor too but it should be subtle and ironic rather than raw and direct.
- Older people prefer kinder and more gentle humor where no one is made fun of, put down, or ridiculed. They also prefer their humor to be related in stories.
So, be careful with humor…make sure it is age appropriate or it may well repel your mature audience rather than attract them.
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