[mildtrepidation]

I don't understand the outcry at "ageism" in advertising. The point of advertising is to address your target audience, not everyone.

The vast majority of products simply do not cater to every demographic. Racism might at least be reasonably considered inappropriate unless you're marketing a product that specifically targets some races and not others, but ageism? It's highly likely that whatever it is you're advertising does have a well-defined audience in terms of age.

This is just another rung on the political correctness ladder. Expecting everyone to include every possible demographic in every conceivable advertising campaign is idiotic.

Making it about "what people want to be" (from GP) misses the point as well. If you're not aiming your advertising at your target demographics, you are failing either yourself or your client. That's not discrimination; it's business. Discrimination is "you're not pretty, you don't get a discount or aren't allowed to use this service."

[jakobe]

If it's just about target audience, then I wonder why all these companies seem to target detergents / toothpaste / toilet paper exclusively to 25 year olds...

[PeterisP]

In addition to the habit-forming age (if cigarette users are aged 16-60, rational advertising would target 16, not 60), a point is that you don't show your target audience as they are, but you show your target audience as they wish to be.

If you target average 65 year old women, then you show gray-haired above-average-health 55-year women.

If you target average 45 year old men, then you show slim (but not too slim) fit (but not too fit) 38 year old men - that might plausibly be average 45 year old men, but are very much skewed towards the idealized goal.

If you target very overweight people, then you show people that are visibly overweight, but particularly good looking for that weight.

That's what works best, that's how homo sapiens are most receptive to be influenced.

[gk1]

Just going from my understanding, which could be wrong... Many people find a household goods brand they like and stick with it. For example, once you decide that Crest toothpaste is good enough for you, you'll likely continue buying it for many years without ever thinking twice about it.

So it makes sense for these household goods brands to target young adults, to become their "go-to" choice for decades to come.

[sandrae]

I'm 36 and I've already decided on my brand of toothpaste, toilet paper detergents years ago. I will not buy another brand as long as these brand exists with the same price and quality level. I would be a very bad target for advertising.