Centre for Policy on Ageing
 

 
The 50 and older characters in the advertisements of "Modern Maturity": growing older, getting better?
Author(s)Scott D Roberts, Nan Zhou
Journal titleJournal of Applied Gerontology, vol 16, no 2, June 1997
Pagespp 208-220
KeywordsAgeism ; Journals [publications] ; Advertising ; United States of America.
AnnotationAdvertisements in Modern Maturity, the magazine of the American Association of Retired Persons (AARP) between 1959 and 1991 were analysed for how they depicted people aged 50 years and over. The characters were portrayed as capable, important, healthy, and socially active. Over time, both gender ratios and age group (50-64 versus 65 and older) ratios became close to even. On the negative side, there were few black and ethnic minority characters. This points to an unrealistic reflection of the racial composition of the US population. The authors conclude that if Modern Maturity wishes to continue to be the most influential advocacy magazine for older Americans, it must make an effort to attract advertisements that use older black or minority ethnic characters. (AKM).
Accession NumberCPA-981015224 A
ClassmarkB:TOB: UE:6G: WV: 7T

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