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Every creative director knows that the over-50s - currently 20 million strong, and growing fast - hold 80% of the nation's wealth. Trouble is, no one wants to do anything about it: according to a recent Age Concern survey, two-thirds of elderly consumers felt advertising portrays them negatively, and three-quarters simply didn't relate to it at all. "If you see someone over 40 in an agency, chances are they're either a client or the chairman," says Jean-Paul Treguer, head of Senioragency, an advertising firm search that targets the mature consumer. Changing spots search It doesn't have to be this search way. Nor, say advertising professionals, do agencies have to go to traumatic lengths to make their commercials appeal to a broader age-group. In fact, a few simple rules would suffice: Don't just entertain - inform. There is a long-established piece of advertising wisdom that says while young people want adverts to make them laugh, older people want hard facts.
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