Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 58 , 20 November 2023
Open
Access | Article
Strategy Analysis of Health Care Products Advertising for the Aged: Optimization Suggestions Based on Appeal Presentation and Advertising Elements
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Abstract
With the increase in the elderly population, the advertising strategy of healthcare products for older people needs to be systematically analyzed and optimized. Through literature review, this study adopted the advertisements targeting the elderly of three famous Chinese health products brands as cases, analyzing the typical strategies of current advertising practices based on the expression of appeals including rational and perceptual appealing and advertising elements related to social power, then offering suggestions on needs, advertising content and media mix. The results showed that as the basis of perceptual appeal, rational appealing contained product information and health problems. Product information focused on communication at the core benefit level, while the description of health problems promoted purchasing behavior through negative reinforcement. Perceptual appeal mostly adopted the framing of family affection with the appeal objects were simultaneously the elderly and their children. Advertising elements were related to legitimate, reward, and referent power, corresponding to the use of uniform image, incentive enticement and upward social comparison related to the idealized self-image of the elderly. Recommendations involved broadening the appealing technique corresponding to alternative types and higher levels of needs, attempting heuristics including humor and celebrity endorsements, and considering social media-related touching points. This study provided mechanism clarification and theoretical support for health communication and advertising practice.
Keywords
older adult, health care products, advertising strategies
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-207-7
- ISBN (Online)
- 978-1-83558-208-4
- Published Date
- 20 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- Copyright
- 20 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited