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The socioeconomic importance acquired in recent years in Spain and in other European countries by the emerging market of older people makes it necessary to study their particularities as consumers. The changes that take place during the process of aging influence perception of the advertising phenomenon and therefore the attitude shown in response to advertising. The study among older people of the effects of attitude in response to advertising and its consequences in the context of the dual mediation model is the purpose of the analysis contained in this study. We will describe how they are produced and will demonstrate the validity of tile dual mediation model as an explanation for the results of advertising among older people. 

L'importance socio-economique acquise, en Espagne et dans d'autres pays europe-ens, par le marche ernerqeant des persannes agees durant les dernieres années, rend l'etude de leurs particularites en tant que consommateurs necessaire. Les changements effectués durant le processus de vieillissement exercent une influence dans la perception du phenomene publicitaire et par consequent dans l'attitude manifestée face a une annonce. L'etude chez les personnes agées des antecedents de l'attitude face a l'annonce et de leurs consequences dans le  contexte du modele de mediation duel est le but de l'anatyse de cette etude. Une description de leur production est effectuée et la validite du modele ele mediation duel est demontrée, en tant qu'explication des reponses données par les personnes agées face á la publicite.

A importancia sócio-economica adquirida nos ultimos anos na Espanha e em outros paises europeus pelo emergente mercado dos idosos toma necessaria o estudo de suas particularidades como consumidores. As mudanças ocorridas durante o proceso do envelhecimento exercem uma influencia na percepçao do fenómeno publicitario e, par conseguinte, na atitude manifestada frente ao anúcio. o estudo nos idosos dos antecedentes da atitude frente ao anuncio e suas consequencias no contexto do modelo de mediaçao dual e o proposito de analise deste estudo. Descreveremos como os mesmo sao produzidos e demonstraremos a validade do modelo de mediaçao dual como explicativo das respostas outorgadas pelos idosos frente a publieidade.