heida: middle-aged red-faced busho (japanese military commander ) 平太（へいだ） 赤ら顔の壮年武将。
this custom is becoming less common but is still performed by middle-aged and elderly people . 近年は衰退気味の習慣だが、今も中高年層を中心になされている。
it is especially effective that a chobo of shinnai is used to portray how a clumsy middle-aged warrior falls in love . 特に、無骨一辺倒の中年武士が恋に落ちる様を新内のチョボを採用することで効果があがっている。
since the mid-1980s , there has been a growing divergence in the musical tastes of young people those of middle-aged and elderly people . 1980年代半ば以降、若者と中高年の聞く歌がさらに乖離していく傾向が強まっていった。
however , symbolized by the phrase " toshima no atsugesho " (heavy makeup by a middle-aged woman ), using such heavy makeup often gives an unfavorable impression . 只、年増の厚化粧という言葉に象徴されるように、好感を持たれない場合が多い。
