How old are you, again?
Big mutual fund advertisers seem to be puzzled by exactly how old their target market is. The trend in fund advertising nowadays is not so much a strict numbers sell - after all, few funds have any positive numbers to talk about - but more a psychological, soft-sell approach. Surely, one could argue that all advertising is psychological, but these messages are flat out limp. Some of them are downright silly, while others seem to be trying to appeal to our inner child.