急要,谁能看得懂这篇英文文章不要在网络上找google 翻译成中文,只找只懂英文的人来看,这篇文章是说什么的,急用.我要全部的文字翻译Middle-age consumers are getting lost in a no-man's land of advertising a

急要,谁能看得懂这篇英文文章不要在网络上找google 翻译成中文,只找只懂英文的人来看,这篇文章是说什么的,急用.我要全部的文字翻译Middle-age consumers are getting lost in a no-man's land of advertising a
急要,谁能看得懂这篇英文文章
不要在网络上找google 翻译成中文,只找只懂英文的人来看,这篇文章是说什么的,急用.我要全部的文字翻译
Middle-age consumers are getting lost in a no-man's land of advertising as marketers look to the very young and very old to pitch their goods and services.
According to a Gallup Organization survey commissioned by
ADVERTISING AGE,consumers over the age of 18 react positively to ads featuring mature consumers and say older adults are not used often enough.This opinion was voiced most frequently by people just entering the "mature years" -- those aged 45 to 54.
"When advertisers use [mature]adults,they tend to use much older adults," says Yvonne Dodd,managing editor of Mature Market Report."The 45 to 54 age group is looking at ads and saying,'Those old people are not me.' "The Gallup survey shows that 53% of consumers in that age bracket say they felt mature adults were not fairly and accurately portrayed in advertisements.
"They're not kidding themselves -- they're not young anymore,but they're not old either.They're wrestling with the idea of aging,but at the same token,because of the psychological mindset of society that aging is negative,they're more sensitive," says Ms.Dodd,who analyzed the survey responses for AD AGE.
Adults aged 45 to 54 "see themselves aging,but they're not seeing much of their generation in ads," she says.Some old people used as models in ads have the typical stereotypes such as gray hair,and more older celebrities are being featured,Ms.Dodd says."But the aging boomers don't identify with older celebrities.They have greater identity with the baby boomers."
Ms.Dodd says adilts over 65 have come to terms with aging,explaining why only 43% of them feel they are misrepresented in ads.She adds it explains why 40% of that group say advertisers are not overly obsessed with youth,the highest percentage of all age groups.
Ms.Dodd was surprised at the large number of people surveyed,regardless of age,who say they had a positive reaction to advertising that uses older adults.She attributes the responses to a recent increase in high-quality spots that include older adults,such as McCann-Erickson Worldwide's Art Carney commercial for Coca-Cola Co.and BBDO Worldwide's use of Jimmy Stewart for Campbell Soup Co.
But she says people tend to remember Campbell's Jimmy Stewart commercial because it's a "darn good commercial that touches people of many ages.It's a good ad in general,but it's not a good ad targeted at older Americans.People tend to remember the good ads and forget the bad."

急要,谁能看得懂这篇英文文章不要在网络上找google 翻译成中文,只找只懂英文的人来看,这篇文章是说什么的,急用.我要全部的文字翻译Middle-age consumers are getting lost in a no-man's land of advertising a
中年消费者（45岁到54岁）逐渐被广告遗忘,那些商品经销商更注重向年轻和老年消费者提供商品和服务.
根据一个叫GALLUP的组织调查广告针对的年龄,45岁到54岁这一代中年人认为18岁以上的青年消费者相比他们这些中年消费者更容易接受广告,成为广告最容易影响的年龄层.
“当广告针对中老龄的消费者时,他们又倾向于那些老龄的消费者,”中老年市场报告经理多得说到,“当45岁到54岁这一代看到广告时他们总说,这些商品不适合我们.”GALLUP的调查发现出53%的中年消费者觉得他们找不到适合自己年龄段的商品广告.
“他们不是在开玩笑,他们既不年轻又不太老.他们处于一个尴尬的境地,同样的中年人的心理状况也不太稳定,这个年龄段的人都很敏感.ZZ”多得分析GALLUP的调查后说道.
“45到54岁的人看着他们自己变老,但是他们却找不到适合自己年龄层的广告”多得说,一些白发的老年人特别是名人们在广告中做模特,他们很明显代表着老年人阶层而不是中年人.多得说到“这种广告针对的年龄的倾向很明显,特别是儿童广告.”
多得说65岁以上的成年人已经认为自己是老年人了,这就是为什么只有43%的老年人感受到针对他们年龄层的广告不适合自己.她又说到,只有40%的年轻人说针对他们年龄的广告不适合自己,这在所有年龄层中最低的.
多得非常吃惊的发现调查中,无论年龄大小他们中大部分人觉得广告中用老年人当模特效果很好.她认为得出这种结果是因为一些大广告商如可口可乐等使用老年名人来当模特.
但是他又说道,好的广告覆盖的年龄层更广,好的广告适合大众无论他们的年龄,只针对老年人的不是好的广告,人们只会记住好的广告忘掉差的.

我觉得整篇文章表达的意思是mature age，也就是45-54岁的中年人，在广告片中非常少见，广告商倾向于用岁数更大的人。他们看到广告片中表现的mature age的人，都会说，这不是我。

中年消费者沉溺在无人区广告的土地上由于市场销售商展望很年轻,而且很老推销他们的产品和服务。
根据一项盖洛普组织调查委讬
广告时代,消费者超过18岁的积极反应的广告展示成熟的消费者,说老年人不习惯得够多了。这个观点是表示最经常的是由于人只是进入“成熟年”——那些45岁到54岁之间。



“当广告客户使用[成熟]成人,他们倾向于...

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中年消费者沉溺在无人区广告的土地上由于市场销售商展望很年轻,而且很老推销他们的产品和服务。
根据一项盖洛普组织调查委讬
广告时代,消费者超过18岁的积极反应的广告展示成熟的消费者,说老年人不习惯得够多了。这个观点是表示最经常的是由于人只是进入“成熟年”——那些45岁到54岁之间。



“当广告客户使用[成熟]成人,他们倾向于用大量的老年人中,伊芳说总编多德、成熟的市场报告。“45到54岁的人群中正在看广告,说,“那些老人不去做。”“项盖洛普民意调查显示,百分之五十三的年龄段,消费者说她们感觉到没有成人公正、准确地描述广告。

“他们不是在开玩笑他们自己——他们不年轻了,但他们不老不是。他们正在摔跤的想法,在老化,但同样,因为社会心理的想法都是负面的,老化,他们会更敏感,"说女士多德、调查反应分析广告时代》。
成年人45岁到54“看到自己的老化,但是他们没有多观察,在广告他们那个时代,”她说。有些老年人作为模型的典型广告内容的刻板印象,如灰白的头发,更年长的名人被特色性、女士杜德说。“但是老化的婴儿潮时期出生的人不认为对于那些年龄比较大的名人。他们有更大的身份与婴儿潮时期出生的人。”
女士都德说,65岁以上adilts如何面对老化,解释为什么只有43%的歪曲他们感到他们是在广告。她把它加解释了为什么40%的那群人说广告不过于迷恋青春,最高比例的所有年龄的群体。
女士杜德很惊讶,大量的受访者中,不管年龄,谁说他们有阳性反应广告,使用老年人。她认为反应最近的一增加高质量的斑点,也包括老年人,如庄的艺术•卡尼的全球商业为可口可乐公司的全球BBDO的使用,吉米·斯图尔特为坎贝尔汤公司。

但是她说人们倾向于记住坎贝尔的吉米·斯图尔特商业,因为它是个“唉良好的商业,能够触动人们也是在不同的时代。这是一个不错的广告在一般,但这不是一种好广告针对美国老年人。人们倾向于记得那些美好的广告,忘记了坏。”

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