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ERIC Number: ED322517
Record Type: Non-Journal
Publication Date: 1990-Aug
Pages: 17
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Teaching Copywriting Students about the Mature Market.
Drewniany, Bonnie
Advertising educators have a responsibility to make students aware of the importance of the mature market (older people) and to teach them methods to reach this group. An assignment in a copywriting class asked students to write and design ads to promote blue jeans to adults over 50. The assignment accomplished three things: (1) helped students erase negative stereotypes; (2) applied current research to a "real world" assignment; and (3) related copywriting to other areas of education. Research findings from the government and from the fields of gerontology, psychology, art, and communications provided insight into how to reach this varied audience; in appropriate wording, color choice, typography, and model selection; and information on appropriate media selection. Results of the assignment have been very positive. (Twenty-five references are attached. An appendix contains materials which discuss misconceptions about the mature market and make suggestions for copy appeals, design techniques, and media strategy.) (SR)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A