Date of Award

Summer 1994

Degree Type

Thesis - Restricted

Degree Name

Master of Arts (MA)



First Advisor

Pokrywczynski, James

Second Advisor

Crowley, John

Third Advisor

Schrank, Carl


The position of mature adults (over the age of 50) in society is receiving more and more attention as the percentage of the United States population over the age of 50 rises steadily each year. Advertisers and marketers have been watching this target market evolve into a force of enormous proportions and yet find that they are often puzzled about how to communicate with the mature market. This study examines the change in products advertised and the preferred appeals used by advertisers in Modern Maturity magazine between the years 1980 and 1994. The content analysis of a sampling of advertisements run in Modern Maturity magazine over a fourteen year period leads to suggestions for marketers and advertisers alike.