Les séniors et les jeunes évaluent-ils différemment les publicités ? Prise en compte du contexte de programmation télévisée et du vieillissement affectif/Do the elderly and the youth evaluate advertising differently? Taking into account TV programming contexts and emotional aging

This article aims at analyzing the impact of television programming context viewed as an emotional trigger (neutral /sad/happy), taking into account the age variable (young adults versus older people) on the assessment of advertising. An experiment has been conducted on 222 individuals (elderly and young people) exposed to a TV program and an advertising slot. Their affective responses as well as their attitudes towards advertisements have been measured. The results reveal that the young people and the seniors react differently to an emotional stimulus. In this context, the authors recommend a differentiated approach to media planners according to the target audience.