It was hot as hell in my area (the suburbs of Philadelphia) on the 30th of June. I’d gone for walks on each of the two previous days, days that weren’t exactly on the mild side temperature-wise either. But June 30 was a different ball game, one of those in which a mere minute in the sun causes sweat to pour from your face and back of your neck like lava from a mountain that is experiencing gastric distress.
However, I, an old guy who for the last year and a half has been very diligent about exercising regularly, was not about to not go for a walk. A walk was totally doable, because I live close to Willow Grove Park, a three-story, air-conditioned indoor shopping mall. Thus, in late morning I headed to the mall, to pound its avenues and corridors in A/C’ed comfort.
I like spending time now and then at Willow Grove Park, even though I rarely buy anything there. Architecturally it looks real good, and I’m always amazed by the copious amounts of eye-catching wares for sale. Plus, I almost always cross paths with some lovely ladies.
And I find Willow Grove Park to be quite an artistic environment, hardly different from art museums. For example, many merchandise displays within the stores are beautiful and creative. Even more so are the graphic artworks — posters and other printed creations — in merchants’ windows and free-standing elsewhere. Ergo, on June 30 I made it my mission, in addition to stretching my legs, to examine the state of affairs of graphic art at the mall.
I was drawn to any number of pieces. They ranged from the minimalistic (the large Sale signs, in flamboyant red, that bordered the H&M clothing store), to the complex and futuristic, qualities belonging to a poster hung within an Aerie shop.
Not surprisingly, many of the works featured human faces and, usually, additional body parts. More often than not, these creations were photography-based, but their painterly counterparts were on display here and there too. In the face/body category, the one that I found myself staring at the most was the group shot of five youngsters. It adorned the Gap Kids store. If everyone got along as well as those individuals do, the world would be pretty close to paradisiacal. And I was entranced by the two girls, their heads as close as canned sardines, aglow in a window of the Primark establishment.
A few hours after I arrived back home I began to mull over my mall experience, and damn if I didn’t feel slighted more than a bit. Shit, I realized that every human pictured at the mall was somewhere between young and the cusp of middle-age. How come someone like me wasn’t on display? I mean, what do companies have against male septuagenarians whose hairlines are receding faster than Greenland’s glaciers and whose faces are peppered with weird f*cking growths that dermatologists probably don’t even have names for? It ain’t right, I tell you! Those in power are going to hear from me!
But before they hear from me, I will bring this narrative to a close. Please don’t be shy about adding your comments. And give a listen, if you’re in the mood, to mall-istic songs that I discovered recently. After all, it’s not every day that you encounter music inspired by shopping malls.
The first recording, Let’s Go To The Mall, is by Robin Sparkles, a stage name once used by Robin Scherbatsky, who is a character in the television series How I Met Your Mother (the series ended in 2014). Cobie Smulders, the actress who played Sparkles/Scherbatsky, provides the lead vocals on this pop music confection. Did you get all of that? Not sure if I did.
In the second tune, The Last Mall, Steely Dan uses a mall metaphorically to comment on humankind’s fate. Such headiness is only to be expected, of course, as the brains behind Steely Dan — Donald Fagen and the late Walter Becker — were not your everyday song-writing team. The Last Mall, sardonic and clothed in the blues, paints an uneasy picture.
Yeah, Another Blogger 
I know what you mean, Neil; we septuagenarians don’t get much of a look in murally speaking; however when it comes to ads aimed at our age group, there are plenty: ranging from discreet hearing aids to even discreeter products like men’s incontinence pads; you see, Neil, we are not overlooked 🙂
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It’s good to be wanted!
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I am hearin’ you about the lack of marketing focused on older folk. We may (and that is a BIG may) no longer look as young as fresh as we once did, but I suspect we are more cashed up and have a larger disposable income than the young things. Surely that should catch the marketer’s attention??
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There probably are more seniors used in ads than we realize. But I’m guessing that seniors are under-represented.
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I agree that the older demographic should be represented as well! Apparently we don’t spend enough money to justify that, however.
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I was being somewhat facetious. Older folks are used in advertising (I see quite a few over-60s in various magazine ads), but not as much as they should be.
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Thanks for the reminder of the mall-crawl option on a steamy day. There’s a new one that’s near me now that I’ve been to only twice. I kind of hate them – not much of a shopper. But yes, a nice reprieve from the heat.
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A fair number of people regularly go to the mall near my home to get some exercise. Doing that is especially good when it’s real hot or real cold outside.
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Unless the companies are selling hearing aids or prescription medicine, youthful images move merchandise best. I’ve come to realize that the products that are marketed by images of kids and young adults are mostly products I don’t buy or use anyway. At least you can enjoy a viable, cool indoor mall for your walks. Ours is in its final stages and decrepit–yet still air conditioned.
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An indoor, four-level mall in downtown Philadelphia was totally rebuilt a couple of years ago. Soon after that, the pandemic hit. I hope that mall will be able to hang in there.
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Great article the photos and songs. Also had to laugh on growths on face.
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Those growths are among the joys of getting older.
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You amaze me with the ability to walk through a shopping mall and find points of human interest. I” take a fresh look on the next (rare) occasion I am in one.
There is so little diversity in advertisements, and I think you’re right to call out age diversity as lacking. You would not think, looking at these, we have ageing (aging) populations.
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Hi. Yeah, I find the mall near my home to be visually exciting. Lots of colors, shapes, patterns, etc.
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There used to be a great deal of talk about the ‘grey pound’….the money deemed to be at the disposal of pensioners…..but I don’t recall advertising aimed at that sector – unless it was for step in baths, stair lifts and slip on shoes in wide fittings.
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Yup, for sure there are no young folks pictured in the types of ads that you mention!
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Very astute. Someone should combine all those age-related products and services into its own mall. “If they build it, we will come!”
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You never know!
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I enjoyed your pix: definitely more artsy than malls in my area of Cape Town.
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Hey, Alison. Visually, my local mall is a pretty exciting place. To me, anyway.
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Trust me, older women aren’t pictured anywhere either! And that’s too bad….there’s a lot of us who are above the age of 50 and we would probably buy more from companies that actually targeted our demographic. And don’t even get me started on women’s clothing stores!
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Do I see a future essay for your blog?
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You probably do…..
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All the ads! I wonder if when you walk into the store, if the products can live up to the glitz. Interesting photos (as usual).
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Hi. Not being the most astute shopper, I can’t say for sure. But I tend to think that quite a few of the mall’s stores carry nice stuff.
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Yes, we’ve reached the age of invisibility, and that’s not entirely a bad thing. Didn’t Cobie Smulders go on to join the Avengers movie universe?
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Afternoon, Donna. I’m going to head over to IMDB to find out. Before I wrote this essay, I’d never heard of her before.
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Thanks for making me laugh. I think Cobi Smulders mall singer was loosely based on Alannis Morrisette who started out as a mall singer in Canada! 🙂
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Very interesting! I didn’t know that about Alannis.
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I always appreciate your artful photographs of things to which I would not normally pay a whit of attention.
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Thanks, Paula. Yeah, I guess I try to look outside the box now and then.
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We have had a series of those hot-as-hell days here also but no mall with air-conditioning nearby. Instead we have languished indoors with all windows and doors open in hopes of a relieving breeze to keep us a little cool and that, along with copious consumption of water (yes, we are reduced to drinking water! Who would have thought the day would come!) have kept body and soul together. Now, in the interests of accuracy and of painting a truthful picture, for “hot-as-hell” can be different to different people. Our hottest temperature was 28.2C which equates you your 82.5F, possibly not hot enough for you to take off your winter coats but as near to hell as we ever wish to go. Our national meteorological agency (Met Éireann) issued a hot weather warning for all this week, just something to put it in an Irish connection. The only relief of the day comes with dinner outdoors from seven onwards – and I am in preparation for that at this moment. Stay cool!
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Hi, Paddy. The day I wrote about was a good deal hotter than 28.2C. We’ve had some real heat this summer, but not as bad as the temps in other parts of the globe. Thanks for stopping by. Enjoy the dinner!
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I’m at the “when you open another bottle of wine and Mary says she has enough but you determine to continue regardless” stage! The world is a lovely place at this moment.
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Slainte!
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Sláinte mhaith!
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We are not accustomed to the heat we had. We’re usually a rain forest, Over 800 people died due to the heat. Most of us don’t have air-conditioning. It was never essential before. I hated it. Take care young man.
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I’ve seen news coverage of the insane heat that your region has gotten. A terrible situation.
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Interesting observation about age based advertising in the mall. I haven’t visited a mall for 2 years now (!) so I haven’t noticed. But maybe that’s a sign too — for that kind of shopping I prefer to go online & get what I need. Maybe it’s a sign of maturity that we don’t browse & shop in the malls anymore; or that we’re not as easily influenced by peer based advertising?
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Hi, Sandy. Online shopping is so popular and so convenient, it’s a wonder that stores are able to stay in business.
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I haven’t yet ventured out to my favorite local shopping mall. The bright colors of commerce are inviting. If you want to check out displays or photos of older folk, check out the Depend section of the drugstore in the mall 🙂
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You can depend on me!
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Haven’t been to a mall of any sort or size in a long time. Thanks for taking me along on this stroll.
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It was my pleasure. I enjoyed your company!
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If I don’t start my neighborhood walk by 7 AM, it doesn’t happen. It’s just too sweaty later. But you’re on to something, Neil. I can’t believe I hadn’t thought of going to malls for “the exercise.” As for Robin Sparkles, that was pretty gagtastic.
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You’re an early riser!
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Oh my, I’ve always found malls depressing places probably because I once worked in one.
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I understand. I don’t go to my local mall too often, because I don’t want to get tired of it.
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Two songs about malls, that’s two more than I knew existed! Steely Dan is much more my normal musical taste butt was Robin Sparkles who took me down an Internet rabbit hole. So very 80s! Even though it’s a pastiche.
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I sometimes go down YouTube rabbit holes too. It’s totally mind-boggling how much content is there. And the quantity expands a lot every single day.
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“How come someone like me wasn’t on display?”
I have a lot to say about this Neil! I was just talking to my husband on Saturday about how there needs to be more representation of older people. This came about because his friend, who is around 65 or so, always wears a hat. He said it’s because friend’s head is balding. I suggested that if we saw more people looking like regular people as older people, then maybe this wouldn’t be a thing.
Love your mall walk ❤
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Right. The posters in the stores at my local mall, for example, should portray people of a wide range of ages. Even the Gap Kids store could do it. They could have ads portraying kids with their grandparents.
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Exactly! See how simple that was. They need to pay both of us for some ideas.
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Maybe there should be a 2021 version of “Let’s Go To The Mall.” I have the impression that the age when most people shopped at malls is over, much to the chagrin of the merchants located there.
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I suppose that brick and mortar stores everywhere are under stress from online shopping. Except for supermarkets, maybe.
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I think you are right.
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Hey there Neil, The mall where I live is like a ghost town. Take me along on your next adventure, please.
Jerry
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Hi, Jerry. I don’t know how well my local mall is doing. There are vacancies there. But it’s far from being a ghost town. Thanks for adding your thoughts. It’s always great to hear from you.
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When you get to a certain age you get air-brushed out of the world of advertising and product promotion, it’s like you don’t exist any more. Funny thing is, they’re always happy to take my money if I offer it (which I rarely do, on account of my being a mean b*st*rd! 🙂
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Hi. Spend your money — you can’t take it with you!
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Your pictures could have been taken here in my local mall in Scotland – Scary how most of the clothing sold in the Western World is from a handful of stores (and none of them want oldies in their store window pictures!).
Love the Steely Dan song – Not so sure about the Robin Sparkles one (very early Madonna-esque).
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It’s terrible that Walter Becker is gone. But Fagen continues to tour under the Steely Dan name.
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Cool.
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Hi Martie, and thanks. My local mall is a pretty colorful place.
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They dont target guys like you Neil because you have everything. I’ll take the Dan “Mall” song. As usual I’ll throw in my 2 cents on the music side. Mojo Nixon/Skid Roper ‘Burn Down The Malls’ is the go to “Mall Song”
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Thanks. I’ll check that tune out. Didn’t know about it.
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That’s because you’re not a hillbilly.
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Great stuff, Neil. We haven’t visited any of the Edinburgh malls yet – generally leave them till the weather’s cold, rather than hot, outside! There’s a new one at the eastern end of Princes Street which has just opened. It features a hotel with an unusual spiral metal-effect roof. Suffice to say it’s divided architectural opinion, the unkinder of its critics dubbing it ‘the Golden Turd.’
Stay cool in every sense, old-timer!
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The Golden Turd Hotel! It can’t miss!
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You guys may not be targeted much (along with us older women) but I can’t feel THAT bad for you since you guys generally age better–like how can a man have a zillion lines in his face and STILL look pretty good?!–plus, you can father children basically until the day you die.
How’s that for positivity?! 🙂
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Thank you for making me feel better!
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I should do that. It is so hot and humid….
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Evening. Thanks for visiting. There are a fair number of people who sometimes get their exercise by walking around the mall I wrote about.
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Retail therapy is helpful sometimes, and it’s a nice place to cool off.
Having said this, I haven’t been in a mall in 18 + months due to Covid, and many of them just opened a week ago.
It’s going to take some time to return. Thanks for the Steely Dan number,
have a super weekend,
eden
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I see shopping in your immediate future. Maybe!
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I can’t remember the last time I visited a mall. But now I know what I’m going to do if I go – study the displays! It is interesting what’s considered enticing, , isn’t it? Wear this and you’ll be fill-in-the-blank, just like me, right? I imagine you didn’t see any frumpy old ladies modeling orthopedic shoes. Lol. Enjoy your walks, Neil.
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Greetings. You know, the mall I wrote about is about half a mile from my house. If it wasn’t close at hand, I’d never have visited it. But, surprisingly to me, I’ve gotten to like it.
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Great for those super hot days and super cold days! Have fun.
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A fine post Neil, and a great read.
It’s all young and fun people in mall advertising because they want all the young fun people to hang out there because they are old enough to have jobs (and disposable income) but still ignorant to the brainwashing big-brother of marketing and not old enough to take offense at the triple-the-price stuff you can get for less at Target or Wal-Mart or Herb Phillipson’s Army-Navy store.
You will find plenty of us (old people) in old peoples’ advertising, primarily focused on pharmaceuticals to keep you perpetually moving, or sometimes incontinence products or easy-to-read cell phones. Since they don’t market these much at the mall, you’ll find these ads on TV, where old people can see them (and hear them with the volume cranked) while sitting in the comfort of their lift-assist recliner.
In a broader sense, I find the advertising industry to be a breath of fresh air when it comes to promoting a united world. Their industry is always the first to kick social constraints to the curb, and show groups of people enjoying one another and their lives without regard to gender and color. Theirs is an industry that boldly (and without hoopla or fanfare) normalizes gay and lesbian relationships in advertising, shows men doing the laundry and caring for children, women as heads-of-households and breadwinners. Indeed, they should be commended for this component of their “brainwashing” work, and I can only hope they cleave to this altruism until this particular type of “marketing” is supremely successful.
Take care, old man.
Paz
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Paz, your insights and opinions are deep and well-constructed. And I agree with just about everything that you said. Thanks for stopping by. Much appreciated.
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I haven’t been to a mall or a shop for many years. When I shop (besides from food) it’s online. Ironically, I think most younger people shop online as well, so perhaps malls really do need to change the advertisements to target a more mature audience.
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To a very large degree, it’s an online world that we live in.
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Thanks for the latest stroll through your mall, Neil. I feel like I’m getting to know it these past few years through your posts.
Confession: I have a complicated history with malls. At 13, they represented a few hours of weekly freedom from The Parents,reveling in the company of friends. At 16, they became my first place of official employment–$$$ to spend that my parents didn’t control. In my adult life, I have largely viewed them as places of conspicuous consumption in a culture that is desperate for something to believe in/do that actually matters. HOWEVER, once a year, I go to the local mall to enjoy pizza at the Pizzeria Uno there and do a little holiday shopping.
Malls are a many-sided thing.
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Ah, you have a multi-dimensional relationship with malls. Your mention of your first job, by the way, reminded me of my first. It was at a Bohach supermarket on Long Island. Bohack was a chain in the NYC area. The chain went out of business in the 1970s. See ya!
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Ah, Long Island. So somewhere along the line, you took a turn and wound up in Philly!
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I moved to Philly in the mid-70s for employment. Lived in the city till 2005, which is when we moved to the Philly burbs. I worked for 34 years for PA Dept of Public Welfare.
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Nice stroll, Neil. Beats the heat also. Perfectly themed songs for malling around. I wish I were a mall lover but I like the fresh opened air (what is left of it). Hope you had a restful weekend. Enjoy the week ahead.
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It’s good to enjoy the fresh air as much as possible. Hi, AOC. Take care.
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Pazlo, put it pretty well, now day advertisement its almost a science, they know what they are doing, there’s many reasons why they do not put their aim at older folks, first you are already marry to a brand, and long habits of purchasing, however big brother knows what you buy, and that’s the stuff they push on you, like pills, and drugs for whatever ailment you suffer, hell, you go to the mall to walk, rarely to buy anything, if you use a computer, you buy online, so why bother to lure you to the mall? So you can sightsee, and escape the heat of the day? Also it’s a matter of numbers, old folks few, young people it’s the future consumer, and are not wise to what they want, neither have learned to be savvy with their money, and know that a fool and his money are promptly parted, kids go and make lines for days to get the supposedly new pair of sneakers, and that type of nonsense, you hardly will sleep at night on the sidewalk to buy a some overpriced, ugly looking walking shoes. Well you get the idea.
Take care Neil.
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Hi. Yeah, it’s a youth-oriented society, in some respects anyway. I’m okay with that. By the way, the stores where I enjoy spending time the most are food markets. That wasn’t true when I was younger, but it has been true for maybe about 15 years. Have a good week!
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I am not surprise you enjoy food markets now, you must love food now, there was a food revolution in the US that started slowly somewhere on the 80’s, and keeps going so far, as a friend told me some years ago: “Far are the days when a Chef Boyardee can of spaghettis and meatballs, was for me Italian food, and wondered, what’s so great about Italian food? ”
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You’re right. There is much better food in the USA than there used to be, and a much bigger variety of food too.
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Who knew there were mall-related songs? I learn something new every day!
I haven’t been in a mall for a couple of years, but it’s no real loss. The thing I enjoy most there is the food court. 😉 As to the age-ism, you’re right. Nobody wants to look at pictures of middle-aged women, either. But it is entertaining to mess with the saleschildren by walking into one of those cutting-edge boutiques for young people and trying on inappropriate clothes. I haven’t made any of their heads explode yet, but I figure in another decade or two… *cue evil laughter*
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You know, come to think of it, I bought a pair of shoes at my local mall two months ago. They’re made by Vans. I was probably the oldest customer the Vans store had that week!
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I’m not much of a mall shopper either, but loved your artistic point of view and commentary. Of course, the humans they picture are designed for their target market, and if we’re not consumers, they are not picturing us! Thanks for the Steely Dan; I didn’t know that one.
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I’d never heard that Dan song either, till I did some googling for the story. I’m a big fan of their first five or so albums, especially Countdown To Ecstasy.
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By the way, I watched Bruce’s show, on your recommendation. Like you, I can say it was much better than I expected – he is a poet both in and out of song.
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As a self-proclaimed rockin’ 80s expert, how did I even miss the “Let’s Go to the Mall” song? How?!! Oh, yes. The lead singer for A-ha. Yep. That’s what happened.
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Now I have to head over to YouTube, because I don’t remember much about A-ha. See ya!
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They are slowly starting to put heavier people in the ads maybe some day they will put us older people in too!
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Hi. Our day will come!
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I love how your posts are frequently a celebration of graphic design. You make us stop and look again at commercial art as art rather than commercials. I love the aerie poster.
Definitely an aegist agenda at play, however. I think a pic of you on stage with Springsteen should rock the Gap window.
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George, if that photo ever happens, I’m going to ask the Gap executives to put you in the photo too!
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I think the reason we older folks are underrepresented in advertising is, though a lot of us have a significant amount of disposable income, we choose not to spend it as much as we did when we were younger. When I see something I like, I ask myself if I really need it and what will I do with it if I buy it. Material possessions don’t seem to have the appeal they once did, especially when one already have so much. It’s just more stuff to add to one’s other abundance of stuff.
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I know what you mean about too much stuff. It kind of bothers me too. But I like going to restaurants, so I’m glad to spend money there. And at concerts and cinemas too.
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Same here…and on my hobbies.
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I hope the weather finally cooled in your area. I did see how it was raging last week. An air-conditioned walk in the mall sounds like it was the perfect antidote. Love the Steely Dan! – Marty
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Hey, Marty. That mall has surprised me, in that I’ve written about it at least five times, I think. I guess I’m desperate for inspiration!
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Believe me, I understand. The well has been dry on this end!
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I wish I had your spunk in enthusiasm. ⚡️
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You’re underestimating yourself!
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Yes I know. Time will reveal more pick up points. I do love hiking, special gatherings, horseback riding and gardening. Those are out in the open air and quite much.
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Songs about malls make me think of “Big Yellow Taxi”, and that wonderful opening line about paving paradise and putting in a parking lot. Also, I’m a little in awe of malls these days because of their air conditioning. Our little A/C unit here at home struggles to keep a couple of thousand square feet cool. Those mall systems must be some serious equipment!
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Hey, Dave. My wife went to the Montgomeryville Mall today. It’s in Pennsylvania, about 10 miles from our home. It’s been struggling. My wife said there weren’t many people there. A sad situation.
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The mall as artistic experience. Well done. I really liked this one.
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Hi, and thanks very much.
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