2006年VOA标准英语-Marketers Shift Tactics to Lure Baby Boome

By Crystal Park
Washington, DC
20 January 2006
 
watch Baby Boomer report
 
  
  
The eldest¹ members of the baby boom generation turn 60 this year, but that doesn't mean they're slowing down. Today's middle-aged² Americans are more active than preceding generations, and companies are trying to find new ways to market products to baby boomers, without making them feel old.

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Seventy-six million Americans are baby boomers -- people born after soldiers returned home from World War II. And this year, the oldest baby boomers turn 60. People over 50 have three-quarters of a trillion dollars in spending power. Traditionally, companies have marketed to a younger demographic, to establish brand loyalty³. They are now trying to tap into the vast wealth of the baby boomer generation. 

Wendy Liebmann  
  
Wendy Liebmann is the president of WSL Strategic Retail⁴, a marketing⁵ consulting firm. "Here is this audience that is waiting to be plucked. They have a lot of money to spend, so they are a really big deal," she says.

Melanie Ulricksen is 53. She says she's fed up with products that try to make her look younger. "I don't want to be 55 trying to look like I'm 35. Give me something that makes what I have look nicer."

Melanie Ulricksen   
  
One company trying to do just that is makeup⁶ giant Revlon. It has come out with what it calls the first mass make-up line specifically for women over 50: Vital Radiance. The packages have bigger print, the brushes reach under eyeglasses and the make-up is designed for older skin. Revlon Chief marketing officer, Stephanie Peponis says, "We want to make her look her best today. That's different from turning back the clock."
 
 
Stephanie Peponis 
  
Marketers are finding that the challenge is to market products to baby boomers without mentioning their age. Baby boomers may be pushing 60, but a lot of them are still very active, with no intention of slowing down. Companies are taking that into account, but are still offering products that fit boomers' needs.

Louis Amendola, vice⁷ president for the clothing company Brooks⁸ Brothers, says, "Sometimes we talk about slim or fitted and people are like, ‘Oh, God, I have to sausage myself into that particular shirt.’ That is not what our slim shirt is about."

Even the technology industry, traditionally dominated by younger consumers, is reaching out to baby boomers. Many music download web sites feature artists with boomer appeal, like Beach Boys, the Beatles and the Rolling Stones. A consulting group, Deloitte, predicts baby boomers will dominate the marketplace by 2008.

1 eldest   

adj.最年长的，最年老的

参考例句：

• The King's eldest son is the heir to the throne.国王的长子是王位的继承人。
• The castle and the land are entailed on the eldest son.城堡和土地限定由长子继承。

2 middle-aged   

adj.中年的

参考例句：

• I noticed two middle-aged passengers.我注意到两个中年乘客。
• The new skin balm was welcome by middle-aged women.这种新护肤香膏受到了中年妇女的欢迎。

3 loyalty   

n.忠诚，忠心

参考例句：

• She told him the truth from a sense of loyalty.她告诉他真相是出于忠诚。
• His loyalty to his friends was never in doubt.他对朋友的一片忠心从来没受到怀疑。

4 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

5 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

6 makeup   

n.组织；性格；化装品

参考例句：

• Those who failed the exam take a makeup exam.这次考试不及格的人必须参加补考。
• Do you think her beauty could makeup for her stupidity?你认为她的美丽能弥补她的愚蠢吗？

7 vice   

n.坏事；恶习；[pl.]台钳，老虎钳；adj.副的

参考例句：

• He guarded himself against vice.他避免染上坏习惯。
• They are sunk in the depth of vice.他们堕入了罪恶的深渊。

8 brooks   

n.小溪( brook的名词复数 )

参考例句：

• Brooks gave the business when Haas caught him with his watch. 哈斯抓到偷他的手表的布鲁克斯时，狠狠地揍了他一顿。 来自《简明英汉词典》
• Ade and Brooks exchanged blows yesterday and they were severely punished today. 艾德和布鲁克斯昨天打起来了，今天他们受到严厉的惩罚。 来自《简明英汉词典》