Centre for Policy on Ageing
 

 
Cultural values presented in US television commercials featuring older adults
Author(s)Yan Bing Zhang, Alyssa Agard
Journal titleHallym International Journal of Aging, vol 6, no 2, 2004
Pagespp 139-156
Sourcehttp://baywood.com
KeywordsTelevision [media] ; Advertising ; Attitudes to the old of general public ; Social surveys ; United States of America.
Annotation341 commercials featuring older people shown on four US television networks (ABC, CBS, NBC and FOX) were examined to uncover the dominant value themes. Seven value themes were identified as applicable in the current sample, most frequent being health, utilitarian values, and economy. Less frequent themes were enjoyment or pleasure and family, while least frequent of all were technology and success. Results are compared with conceptualisations in previous research, and discussed in the context of ageing and television advertising. (RH).
Accession NumberCPA-070115221 A
ClassmarkUKL: WV: TOB: 3F: 7T

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