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By: Joshua Glenn
June 20, 2014

Sentry Investments ad: stock ticker symbols UP for “Big Picture” and “Windex,” DOWN for “Rose-Coloured Glasses.”

Call this financial services category code: Boomer Visionquest.

Definition: Throughout their lives, Boomers have sought inspiration in visionary “eureka” moments. This generational tendency is exploited via investment and other financial services advertising.

blackrock

Notes on this code: Metaphors of vision, liminality and transformation (bridges, windows), rational yet utopian plan for change (rainbow made of bar graphs is a nice touch). Tricky balance between scare tactics — your financial situation is insecure! — and appeal to Boomer faith that nothing truly bad will ever befall their generation.

prudential

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