In this study we will analyze the attitude of older adults to advertisements, differentiating between advertisements that contain rhetorical figures (trope ads) and those that do not (explicit ads). We will also study their attitude toward the brand advertised according to their degree of involvement with the product. In the course of the empirical research, a total of 183 personal surveys were carried out with people aged over 65 taking as reference 2 products with different prices and durabilities. Analysis of the results indicated that in products involving little economic effort, older adults showed the same attitude toward both trope and explicit advertisements. However, with products requiring greater economic effort, older adults showed differences in their attitudes to trope ads and to explicit ads depending on their degree of involvement with the product. These differences had a strong effect on their attitudes to the brands of the products analyzed. (Contains 2 figures and 6 tables.)