The research question I am interested in is concerned to the generation 50plus: How is the generation 50plus perceived in German social magazines and to what extend are their needs served by the published ads in those magazines, i.e. how is the generation 50plus addressed by the (advertising) industry? I have chosen this topic, since it is of a current importance in the discussion of media target groups beyond the border of the standardized definition of the alleged relevant target group for advertisers in the age of 1449 years. Especially the 50- to 64-year age group is more brand than price orientated. That means they have no problem to pay more for higher quality, to expand more for fashion, cosmetics and luxury articles, to wine and dine and to go out to theatres, cinemas or concerts quite often. It is estimated that the generation 50plus (also called »Best Ager«) has a spending power about the half of the purchasing power potential in Germany circa 90 billion Euros and an above-averaged propensity to consume. Therefore their spending power is four times higher than that of average households. Furthermore nowadays the target group of the generation 50plus spans already 30 billion citizens in Germany. The share of the Best Ager of all Germans will increase from currently 37 percent to 50 percent by 2050. These data clarify why »the aged« became to a central economic factor in Germany (but for example also in USA and UK, where their relevance and potential has been recognized some years earlier) and claims for a rethinking in marketing strategies. To investigate the research question I am going to combine a qualitative and quantitative method discourse analysis and content analysis. I will use the discourse analysis to study how the generation 50plus is described in previous articles (i.e. from older issues) in German social magazines (Focus, Der Spiegel etc.) and with what meanings, needs and values is it connoted. If necessary, I will translate the analysed articles in English, but one should be conscious of the possibility, that a deeper meaning can get lost with the translation. The content analysis is used to study whether the needs and values of the generation 50plus are served by ads from those magazines I have analysed already before with the discourse analysis, i.e. ads in above mentioned social magazines. For this I will use one current issue per magazine and analyse all represented ads.
Table of Contents
1. Introduction
2. Methods
2.1. Discourse Analysis
2.2. Content Analysis
3. Applications of Methods and Analysis
3.1. Discourse Analysis
3.1.2. Results Discourse Analysis
3.2. Content Analysis
3.2.1. Results Content Analysis
4. General results in consideration of both methods and research question
5. Conclusion
6. Bibliography
7. Appendix
7.1. Discourse Analysis of articles
7.1.1. Article DER SPIEGEL
7.1.2. Article stern
7.1.3. Article FOCUS
7.2. Code book
7.3. Coding scheme
7.4. Links to articles
Research Objectives and Topics
This study investigates how the "generation 50plus" is perceived in German social magazines and to what extent their specific needs are addressed by current advertising strategies. The research aims to determine whether marketing agencies have internalized existing discourse regarding this growing demographic or if they continue to rely on standardized target group definitions.
- Demographic change and the economic significance of the 50plus generation.
- Comparative analysis of discourse and content in major German social magazines (Focus, Der Spiegel, stern).
- Evaluation of how marketing strategies align with the purchasing power and values of "Best Agers."
- Identification of prevailing stereotypes and modern life-style requirements for older consumers.
Excerpt from the Book
3.1.1. Results Discourse Analysis
DER SPIEGEL: The article tries to grasp what makes the generation 50plus. In the end it cannot give a complete answer, rather it circumscribes what are the characteristics of it. Furthermore the author criticises the lack of a sufficient consideration on the market, i.e. the needs and desires of the generation 50plus seem to be widely unknown, the inability of empathizing from young engineers in old people with a modern attitude poses the biggest challenge and last, but not least companies in general and marketer in particular need more courage to appeal older target groups in their commercials and ads. These personal opinions are mostly not represented directly, but indirectly by using quotations of other agents that fit to the personal ideologies of the author (van Dijk; 27).
Beside these critiques the author does not present or develop any new approaches of possible solutions leading to appropriate dealings. Also the actual needs and desires are not really revealed, they are merely »touched« by rough descriptions like “feeling younger”.
Summary of Chapters
1. Introduction: Presents the demographic shift in Germany and the rising economic importance of the generation 50plus, defining the research question.
2. Methods: Outlines the combination of qualitative discourse analysis and quantitative content analysis used to investigate the research question.
3. Applications of Methods and Analysis: Details the practical implementation of the discourse and content analysis, including the results derived from the selected magazines.
4. General results in consideration of both methods and research question: Synthesizes findings from both analytical approaches to evaluate the current market status of the generation 50plus.
5. Conclusion: Reflects on the effectiveness of the chosen methodology and discusses the discrepancy between demographic reality and current advertising practices.
6. Bibliography: Lists the academic and media sources utilized throughout the research report.
7. Appendix: Provides detailed discourse analysis of specific articles, the code book, and coding schemes.
Keywords
Generation 50plus, Best Ager, Discourse Analysis, Content Analysis, Marketing Strategy, Media Target Groups, Purchasing Power, Demographic Change, Advertising Industry, Consumer Behavior, Social Magazines, Market Research, Economic Potential, Qualitative Methods, Quantitative Methods.
Frequently Asked Questions
What is the primary focus of this research paper?
The paper examines how the generation 50plus is represented in German media and whether the advertising industry effectively addresses their specific needs and values.
What are the core thematic fields covered in this study?
The core themes include demographic shifts, the economic significance of the aging population, and the alignment (or lack thereof) between marketing strategies and the actual consumer behavior of those over 50.
What is the central research question?
The research asks how the generation 50plus is perceived in German social magazines and to what extent their needs are served by the advertisements published in these outlets.
Which scientific methods were employed for this analysis?
The study utilizes a mixed-methods approach, combining qualitative discourse analysis of magazine articles with a quantitative content analysis of advertisements.
What topics are discussed in the main body of the paper?
The main body covers the theoretical framework, the detailed application of discourse and content analysis to magazines like Der Spiegel, stern, and Focus, and an interpretation of the resulting data.
Which keywords best characterize this work?
Key terms include Generation 50plus, Best Ager, Discourse Analysis, Content Analysis, Marketing Strategy, and Consumer Behavior.
Does the paper conclude that the 50plus generation is well-served by current marketing?
The paper concludes that there is a significant gap, noting that stereotypes often persist and that the 50plus generation feels insufficiently considered in modern marketing strategies.
How did the author define the "Best Ager" demographic?
The author identifies them as a highly brand-oriented, financially stable, and active group that is increasingly significant for the German economy, yet often overlooked by ad agencies.
What is the role of the appendix in this report?
The appendix contains the comprehensive discourse analyses of specific articles from Der Spiegel, stern, and Focus, as well as the detailed code book and coding schemes used for the quantitative analysis.
- Quote paper
- B.A. Jasmin Teuteberg (Author), 2008, Generation 50plus, Munich, GRIN Verlag, https://www.grin.com/document/117523
