What The Papers Say: McVitie’s falls into the same old age trap

It was easy to spot the derivation of newspaper coverage of the decision by McVitie’s to axe Jane Asher as the face of its biscuit advertising.

It was easy to spot the derivation of newspaper coverage of the

decision by McVitie’s to axe Jane Asher as the face of its biscuit

advertising.



The original story appeared in Marketing (credited in all but one of the

subsequent reports) and was picked up later the same day by the Evening

Standard. Its story added the ’ageist’ slant that Lancome had dropped

Isabella Rossellini and IMG Models had put an upper age limit of 25 on

its girls. It also quoted an ’advertising insider’ as saying ’how trendy

can you make a chocolate digestive?’



This latter comment was picked up in three of the next day’s national

newspapers. The Daily Mail failed to add anything new. The Express

managed to find a Jane Asher quote - although it was historic. The Times

regurgitated the facts and linked the story to the earlier example of

Joanna Lumley being dropped by Muller yoghurt.



Tony Parsons’ column in the Mirror provided more in the way of original

comment, vigorously defending Miss Asher and attacking the decision as

misguided.



Evaluation and analysis by CARMA International. Cuttings supplied by The

Broadcast Monitoring Company. ’What The Papers Say’ can be found at:

www.carma.com.



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