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Based on a qualitative historical approach research in marketing, the present study intends to understand the different points of view expressed in advertisements directed to the elderly consumers in the first decade of this century. The analysis contributes to the process of interpretation of the promotion of products and services targeted to this market segment. The results presents changes in the promotion strategies of advertising and changes in the types of products and services targeted for the elderly consumer over the period studied.

O CONSUMIDOR DE TERCEIRA IDADE NA PRIMEIRA DÉCADA DO SÉCULO XXI:UMA ANÁLISE DA PROPAGANDA DIRIGIDA A IDOSOS