Although retirement is not a word in my vocabulary, I’ve been noticing all the tv ads designed to appeal to those taking the plunge.

There’s the whimsical Raymond James ad telling the story of the fastidious librarian Emily Skinner who lived to the age of 187 without running out of money.

Then there are the When I Grow Up ads from AARP which inspire viewers to realize that it’s never too late to try something new. Seniors wistfully describe their plans for rescuing old houses, running a marathon or becoming a teacher.

Charles Schwab takes a different approach. Using something called rotoscoping animation, the series seems to favor cranky clients who have been abused by other financial service companies.

The current Schwab ad may be the most curmudgeonly of the batch. It features a man who begins by saying (and I’m paraphrasing since I couldn’t bear to watch it once more), “Some financial planners seem to think retirement is a dream. It’s some magic number or beaches houses or vineyards.”

After ranting for a moment in this vein, he ends with, “A vineyard? Give me a break.”

When I hear that, I don’t think, “I’d better call Chuck.” My reaction is, “I’m glad I don’t know that guy.”

And that’s just fine. I’m not in the market for Schwab’s services, but that’s not the point here.

All three of these ads are  designed to appeal not just to anyone thinking about retirement. They’re designed for a specific group of people who might be in the market for what they have to offer.

Who do you want to do business with? Make sure you’re speaking their language.