Digital transformation has become a major trend in today's society

but in the process of adapting to this change

middle-aged and elderly groups face obstacles of technology acceptance

operating habits and so on

so their participation on digital platforms is low. Incentive advertising has effectively promoted the participation of young groups through the reward mechanism

but its application in the middle-aged and elderly groups has not been fully explored. Therefore

this paper discusses the role of incentive advertising in promoting the digital participation of middle-aged and elderly groups

in order to provide theoretical basis for advertising design and promote the wider integration of middle-aged and elderly groups into the digital society.