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This paper presents the results of a media content analysis of character types employed for adults aged 50 years or over in contemporary UK TV advertising. Picking up on pre-existing typologies in the UK, a total of eight distinct character types are identified in our 2020 sample, including the Golden Ager, Perfect Grandparent, Mentor or Legacy, Comedic, Coper, Celebrity Endorser, Happy Couple, and Jane or Joe Public. The study concludes that the observed broadening of character types reflects a reduction in ageist views within UK advertising, and that recurring themes of, for example, romance are starting to break with long-standing ageist taboos.

In this position paper, I argue for a structurationist understanding of advertising, exploring the current standing of advertising within western cultures, establishing advertising’s nature as a ‘distorting mirror’ of socio-cultural trends that can provide insight into the mental images and expectations of its target audience. Outlining aspects of the reciprocal relationship between society and advertising, by showcasing how advertising can impact its audiences, the paper provides relevant takeaways of this view of advertising for both academics and brand managers.

Stereotypes conveyed by the media influence both the self-perception and behaviour of people, and may have implications for treatment and healthcare outcomes of older patients. To identify prevailing stereotypes about old age and to investigate the presentation of successful ageing, 6228 commercials aired during UK prime-time TV in September 2020 were analysed using a media content analysis. The findings indicate that the mediated ideas of growing and being old largely align with the concept of successful ageing. However, aspects of persistent ageism are also identified, which affect particularly the oldest members of society and ethnic minorities. Armed with this knowledge, proactive steps should be taken to influence stereotyping of older people, in order to better embrace equity, diversity and inclusion for both age and ethnic background.

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