April 2003
Marketing (00253650);4/24/2003, p40
Trade Publication
The article focuses on multidimensional women as portrayed in several advertisements. Many of the first-wave boomer generation, now aged 47 to 57, are passing, or are about to pass, through a significant life-stage change as their children leave the nest. Whether or not boomer women still have kids in the house, they never stop being mothers, and connect strongly with imagery and language that plays to motherhood, such as in the Vicks advertisement.Empty nests signal a new life phase for older women, one in which they have space to rediscover their old selves.Boomer women want to feel like women again, not just wives and mothers, and connect strongly with imagery that conveys passion and desirability.


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