I think that “old-vertising” is moving in new directions. The marketplace is realizing that there are more facets to an older person’s life than needing Life Alert devices, reverse mortgages, and medicines for multiple obscure ailments. Apparently there’s lots to be made by recognizing that seniors have love lives. The senior population has increased longevity and a healthy net worth. (Raja, Sarah. June 8, 2023. “Average Net Worth By Age for Americans: How Do You Compare?” https://www.lexingtonlaw.com/blog/finance/average-net-worth-by-age.html). As a result, society lately has been paying more attention to their elders. Last year’s best picture was “Top Gun: Maverick” starring 61-year old Tom Cruise. Sports Illustrated had 81-year old Martha Stewart as its cover model earlier this year, while Jamie Lee Curtis (at 64) snagged an Oscar.
It was only a matter of time before “The Golden Bachelor” entered the television scene, spotlighting senior dating. The makers of “The Golden Bachelor” are counting on a 72 year old grandfather from Indiana to spark some interest in the flagging “Bachelor” franchise. Bachelor Gerry Turner is courting 22 bachelorettes to find his true love. He’s also combatting ageist stereotypes about the vitality of older Americans, since the average age of his suitors is 67. Can “The Golden Bachelor” program take the stereotype of seniors from cutesy or crotchety- to sexy? (Kingston, Jennifer A. Sept 28, 2023.“Can ‘The Golden Bachelor’ Make Seniors Sexy?” https://www.axios.com/2023/09/28/golden-bachelor-spinoff-abc-dating-show).
“The heart has no wrinkles.” (unknown)
Program ratings thus far reflect an audience open to older people taking a chance at love. Some are fascinated with contestants not searching for a love with whom to start a family or establish their career, but finding that special someone with whom to spend life’s final chapters. The show offers hope that the so-called golden years can indeed be golden, no matter what has preceded them.
There seems to be disagreement among viewers over the open “French kissing” that took place so far. Some viewers (myself included) wanted seniors to set a little more respectful example on screen. Others saw the older contestants as being comfortable in their own skin, not afraid to be sexy. Were the televised kissing scenes raunchy or realistic? The vote is still pending… Make note though, for those that have watched this franchise in the past, any blatantly televised sexual element should come as no surprise. Sex, at any age, still sells. And the Bachelor franchise has heavily depended on sex over its 27 seasons.
“You don’t have to be thin to look great.” (columnist Lisa Kogan)
Another note by some viewers was that the women contestants were mostly skinny athletic types. The only plus-sized woman was Jimmy Kimmel’s aunt Chippy, clearly added as a comedy stunt. Like its predecessors, this show highly emphasizes appearance and looks. The show is unlikely to depart from its formula of overly romanticized love and relationships, based mostly on looks. But some viewers wistfully wish for different.
In the end, “The Golden Bachelor” is showing the world that seniors have love lives too. It is offering a more nuanced view of seniors as dating and dateable, worthy of achieving happiness at any age. This is a good thing. But I hope that seniors, even while being blatantly marketed, can still break stereotypes along the way. They can contribute some class and wisdom accrued over the years.
This show gives seniors hope there is still romantic love out there! It is enjoyable.