Centre for Policy on Ageing
 

 
Stereotypes of the elderly in magazine advertisements 1956-1996
Author(s)Patricia N Miller, Darryl W Miller, Eithne M McKibbin
Journal titleInternational Journal of Aging and Human Development, vol 49, no 4, 1999
Pagespp 319-338
KeywordsAgeism ; Journals [publications] ; Advertising ; United States of America.
AnnotationThe globalisation of American culture is increasing as various media target an international market. This article reports the results of a study examining trends in stereotyping of older people in print advertisements appearing from 1956 to 1996 in US magazines. Results showed that the percentage of elderly portrayals in print ads has decreased. There has been relatively little overall stereotyping of older people, with only 4% of the sample depicting negative stereotypes. Nevertheless, there has been an increasing percentage of negative stereotypes and a decreasing percentage of positive stereotypes. Results are analysed in relationship to marketing trends and the social impact of ageing. (AKM).
Accession NumberCPA-000221203 A
ClassmarkB:TOB: UE:6G: WV: 7T

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