Strategy Analysis of Health Care Products Advertising for the Aged: Optimization Suggestions Based on Appeal Presentation and Advertising Elements

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.