Older People Are the Future of Consumption: Great Expectations and Small Starts for Brands and New Media The French Example

机译：老年人是消费的未来：品牌和新媒体的高期望和小起点法国的例子

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It is now commonsense in the professional marketing sphere to say that senior population is the next biggest market to come. Not only regarding retirement or nursing homes which are quite common due to a longer span of life but also because, in occidental countries, of the baby boomers reaching seniorhood and, in other countries of specific demography that implies an aging population like in Japan. This paper intends to question what we could call a paradox, especially flagrant in France, regarding what the French government promotes as the silver economy. In Fact, even if the marketing and communications professionals are aware of the kind of treasure these older generations represent regarding their consumption habits, they act slowly or undercover when it comes to addressing older people. Through a semio-communicational analysis of papers coming from the professional marketing press (on and offline), we will see how this side of the question is quite talkative about older people, their mastering of consumption and their everyday use of new media in this respect. At the same time, the same kind of analysis of dedicated websites, Social media brand pages or social media senior influencer, mostly women will demonstrate how slowly senior seen as consumers are rising on the French web. We will question how this can be linked to brand communications addressing the main population in order to reach baby boomers senior.

机译：在专业营销领域，现在常说常客是下一个最大的市场。不仅是由于寿命更长而导致退休或养老院很普遍，而且还因为在西方国家婴儿潮出生的人达到了高龄，而在其他特定人口统计学的国家（例如日本）则意味着人口老龄化。本文旨在就法国政府作为白银经济所推动的问题提出质疑，我们可以称其为悖论，尤其是在法国是公然的。实际上，即使市场营销和传播专业人士意识到这些老年人在消费习惯方面所代表的财富，但在与老年人打交道时，他们的行动还是很缓慢或不为人知。通过对来自专业营销媒体（在线和线下）的论文进行的半信息交流分析，我们将看到问题的这一方面如何谈论老年人，他们的消费掌握情况以及他们在这方面的新媒体的日常使用。同时，对专用网站，社交媒体品牌页面或社交媒体高级影响者（主要是女性）的相同分析将证明，随着消费者在法国网络上的崛起，高级人群的观察速度有多么缓慢。我们将质疑如何将其与针对主要人群的品牌传播联系起来，以吸引婴儿潮一代的人。

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《International Conference on Human Aspects of IT for the Aged Population;International Conference on Human-Computer Interaction》|2019年|33-45|共13页
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Karine Berthelot-Guiet;
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Brand; Advertising; Marketing professional; Social media; Elderly; Consumption;

机译：牌;广告;营销专业;社交媒体;老年;消费;

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3. Impact of Product Level Factors (Negative Past Experience, Unmet Expectations and Perceived Deception) on Brand Avoidance and the Mediating Role of Brand Hate [J] . Sadif Irshad Khan, Khawaja KF Journal of Accounting & Marketing . 2018,第4期

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4. Older People Are the Future of Consumption: Great Expectations and Small Starts for Brands and New Media The French Example [C] . Karine Berthelot-Guiet International Conference on Human Aspects of IT for the Aged Population . 2019

机译：老年人是消费的未来：品牌和新媒体的伟大期望和小型媒体的法国示例
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6. The expectations of transgender people in the face of their health-care access difficulties and how they can be overcome. A qualitative study in France [O] . Emmanuel Allory, Ellie Duval, Marion Caroff, 2020

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机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

Older People Are the Future of Consumption: Great Expectations and Small Starts for Brands and New Media The French Example

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