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impoverished youth?
Richard MacKichan (our token youngster) responds to Daniela Soave's opinion piece last week about luxury
brands who ignore the 50-plus market. How does he feel about being an advertiser's dream?
Would Jacob Young, 19, and Cara Delevingne, 19, in Burberry's SS 2011 campaign make you buy the brand?
At the bottom of this page you can see my 28-year-old face peering pretentiously at you in moody black and white. Of
course, in real life I am LITERALLY MADE OF GOLD.
Along with my peers, I have spent the last decade going about my life like some kind of unwitting Pied Piper, my every
passing interest, cultural pursuit or online habit studied and harked at by a billion advertising and marketing rats
desperate to sell things to me. Everyone wants me. Im chased wherever I go. I am a shining beacon. I am important. I
influence things. I am connected.
In fact, I am so connected, the Americans refer to me and my friends as Generation C, and that C actually stands for
connected so were officially connected!
Which means, for example, if I were to buy a pair of trainers (which people in my demographic do ALL THE TIME.
We even loot shops for them), then not only would I plod round the streets with, say, the three stripes of Adidas
emblazoned on my feet like some kind of foot-level billboard, I might also take a picture of my new trainers on my
smartphone (people in my demographic are ALWAYS ON OUR SMARTPHONES, you see. We even loot shops for
them), which I might text to some friends.
Or put on Facebook.
Or tweet with the hashtag #myawesometrainers.
Or put on Instagram with some kind of retro filter and an artfully positioned pair of sunglasses in the background.
By all means stick Miles Kane in a John Varvatos ad, but have him gaze admiringly at an oh-so-dapper Paul Weller
and Ill see where youre coming from.
Its about believability, see. If they bothered to properly target the people who are buying their products, wed all feel
better. high50-ers would finally feel recognised and Id feel less like a continual, penniless disappointment.
Besides, aspiration is about looking forward, in every sense. I want to see that, as more decades pass by, I can dress
well, live better and afford more. I cant see that from the faces of teenagers. Show me people with experience, people
whove earned it. Among the six billion adverts I see every 15 minutes, it might just get you noticed.
And before long Ill have told everyone in Generation C.
Richard is high50's token youngster, thus is regularly mocked for not remembering things of cultural significance.
Over time he has worked as a copywriter for various organisations, written for Time Out and Contagious, and
continues to contribute regularly to The Huffington Post.
http://www.high50.com/life/advertising-why-do-luxury-brands-target-impoverishedyouth