Unrealistic.

Advertising isn't about reality. It's all about wish fulfilment and unrealistic aspirations. Buy this product and you will be instantly happier, younger, fitter and far more attractive - that's the message.

Look at all the face cream adverts. Wrinkle cream will make you look 20 years old again - apparently!

I see your point but I think it's a Catch 22. Maybe there are those who would be put off buying if they think these aids are aimed at the likes of Captain Tom rather than people of any age who need assistance.

My DH, a long term sciatica sufferer, laughs at the pain relief ointments where you put some on the offending joint, and you can get into any yoga positions!

I do know what you mean, Calendargirl. Any ad aimed at ‘older people’ so often features someone, whether M or F, who barely looks 45, despite the statutory perfectly groomed grey hair.

I do get why they do it, though - they don’t want to imply that you’ve got to have one and a half very doddery old feet in the grave before you can even think about e.g. a stairlift.

When I was little and used to look at the pictures in my Grandma's Woman's Weekly, I really believed that if you used the face creams advertised you would end up looking like the model, beautiful bone structure, large eyes, sleek hair and all.
Still trying; still don't look like Barbara Goalen, Sandra Paul, or even Mrs, Exeter.

They're selling a lifestyle, not a product.
If a man drives a particular car, then women with high heels and skimpy clothes will want to get on it, rather than the wife wanting a lift to the chiropodist to get her bunions done.

I think it’s the same with all companies. Once firms like Bon Marche started to use these young models who bore no resemblance to their client base they soon went out of business. It drives people away. Marks and spencer are the same, unattractive models in some cases on their webpage who would turn me off buying clothes not encourage me.

I think if older people were used in advertising we would not relate to it thinking that the item is for the elderly and I have never heard anyone accept that they are elderly no matter what their age.

Some of the most dangerous ads are for online gambling. The most recent one comes across as if the participants are sophisticated and sociable when too many will be lonely bored single parents watching tv late at night.

I’ve known two people who were addicted to gambling. One was a teenager and he had a family who could help though it took a few years to pay off the debts. The other was a despicable man who preyed on vulnerable women and left at least three bankrupt. When they tried to warn new victims he would insist it was lies and jealousy.

When a message was announced in Lidl about keeping distance from the elderly OH snorted in derision til I pointed out that he was one of the elderly.

Ads that show v v androgynous females wearing clothes.
Could be any company, but 99.5% are 5-9/10 and flat.

Sussex, good point, it should have never been allowed to advertise gambling.
but big business, as with the food industry etc, wins out over considerations of people's wellbeing.
i knew of a woman, middle class, professional couple, nice home on the south coast. she lost literally everything. unbeknownst to her, her husband had taken up gambling and sold, pawned, pledged everything to continue. the house included, which was seized as had been used by him to secure more and more loans. the woman aged under 60, had a severe stroke and was homeless, indigent, returned to place of birth, had to live in a homeless persons' hostel. on- going speech, mobility and cognitive impairment, eventually she got allocated a small studio flat. this was all caused by her ex=husband's behaviour, uncontrolled gambling. i really admired how she kept going, and adapted.
the advertisers and gambling firms who make millions care nothing for the human misery they leave behind; if they did they wouldn't couldn't do it.