A few years ago a leisure centre advertised ‘Keep-fit classes for the over-60s’. Nobody turned up. To broaden the appeal, they advertised ‘Keep-fit classes for the over-50s’. The sessions sold out. Not one of those joining was under 65 years of age.
How many 65-year-olds want to attend anything aimed at the over-60s? And how many small cars would be sold if advertisements showed them being driven by pensioners (the people who actually buy them) rather than elfin 27-year-olds in capri pants?
‘User imagery’ it’s called, and it is...
Disagree with half of it, enjoy reading all of it
TRY A MONTH FREE
Our magazine articles are for subscribers only. Try a month of Britain’s best writing, absolutely free.
Already a subscriber? Log in
Comments
Join the debate, free for a month
Be part of the conversation with other Spectator readers by getting your first month free.
UNLOCK ACCESS Try a month freeAlready a subscriber? Log in