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Centre for Policy on Ageing | |
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| Stereotypes of the elderly in US television commercials from the 1950s to the 1990s | | Author(s) | Darryl W Miller, Teresita S Leyell, Juliann Mazachek |
| Journal title | International Journal of Aging and Human Development, vol 58, no 4, 2004 |
| Pages | pp 315-340 |
| Source | http://baywood.com |
| Keywords | Television [media] ; Advertising ; Attitudes to the old of general public ; Longitudinal surveys ; United States of America. |
| Annotation | Critics have charged American advertisers with often portraying older people with negative stereotypes. These negative portrayals, they suggest, not only offend older consumers, but also contribute to ageism. In this study, the authors use a concept of stereotypes found in cognitive psychology to examine trends in older people's portrayal in US television commercials from the 1950s to the 1990s, and whether US advertisers have indeed used a great deal of negative stereotyping. Results of the study do not support the critics' contentions: very little negative stereotyping was discovered. Analysis indicated trends in the appearance of several positive stereotypes, and differences in the stereotyping of gender groups and age segments within the older age group. Results are interpreted from both marketing and social science perspectives. (RH). |
| Accession Number | CPA-040921203 A |
| Classmark | UKL: WV: TOB: 3J: 7T |
Data © Centre for Policy on Ageing |
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| ...from the Ageinfo database published by Centre for Policy on Ageing. |
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