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Odds & Ends
Women can still be hot, even passed the
18-34 demographic
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Eva Longoria on
"Desperate Housewives" |
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Nov. 3,
2004 Being over 34 is not exactly a senior citizen the folks this
Website targets - but even senior women should find interesting the success
of the TV show Desperate Housewives and other changes in the perception of
older women. Joanna Weiss has written an interesting article on this new
trend for the Boston Globe, and says it show women can be hot, even if
over 34.
Weiss
sees the trend to glamorous older women taking hold in several television
shows and in marketing by retailers. And, she writes in is not just in
terms of sex appeal, either. Their TV ascendancy springs from money,
demographics and the realization that teenagers might not be advertisers'
holy grail after all.
But there
is peril in marketing sexy older women to the mainstream. Five companies
recently pulled advertising from ABCs "Desperate Housewives" after a
conservative group complained that the show doesn't promote traditional
family values.
"
'Desperate Housewives' features every bad stereotype that I can think of
about women," says Martha Lauzen, a communications professor at San Diego
State University who compiles an annual study of women's employment in the
TV industry. "It pits women against women, competing for what else? Men. It
shows women as petty, self-centered, scheming."
Retailers
have taken notice, she says.. The Gap recently announced that it will launch
a new clothing chain geared at 35-and-older women. Gymboree, the place for
tiny tots, recently opened Janeville, a chain that aims to outfit their
moms.
The
industry is shifting dramatically, says Marshal Cohen, chief analyst at the
NPD group, a market research firm based in Port Washington, N.Y."For a long
period of time, the retailers were really focused on the youth of America,"
he says. "They were the golden ticket."
Read the complete story in the Boston Globe
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