Filling a missing link: the influence of portrayals of older characters in television commercials on the memory performance of older adults

Abstract

The portrayal of older characters in television commercials has over time become more varied and positive. This study examines how different portrayals of older characters relate to self-stereotyping, a process through which older individuals apply their beliefs about older people in general to themselves and behave accordingly. The study thereby seeks to connect, as few have previously done, cultural studies and critiques of media portrayals with psychological studies of the effects of self-stereotyping. Sixty participants aged 65-75 years were primed with television commercials that portrayed older characters in different ways : ' warm and incompetent ', 'warm and competent ', and 'cold and competent'. It was hypothesised that priming with warm/incompetent portrayals would have a negative effect on memory performance because such representations match the dominant stereotype, and that the effect would occur only among older people who identify with their own age group. It was found that the participants who identified with their own age group did indeed show impaired memory performance after priming with warm/incompetent portrayals, but also that the same effect was found after priming with warm/competent portrayals. The findings are discussed in terms of resistance against stereotyping by older individuals themselves as well as by media producers.

E-scaping the ageing body? Computer technologies and embodiment in later life

“…These images are gendered as a consequence of the greater emphasis on physical appearance for women, and the representation of ageing bodies as at odds with norms of attractive femininity (Twigg 2004 ;Woodward 1991). It has been argued, however, that consumer culture is creating more positive representations of older people as active, healthy, independent and youthful (Katz 2001 ;Katz and Marshall 2003;Westerhof et al 2010), but those in ill-health and the ' oldest old ' may be unable to attain such images (Featherstone and Hepworth 1991). In such cases, online interactions offer possibilities for creating new images of the ageing body, and for escaping the negative judgements based on its outward appearance (Featherstone 1995).…”

The representation of older people in television advertisements and social change: the case of Japan

“…Research has confirmed that both of these theories are accurate in that the media has an influence on how older people regard themselves (Donlon, Ashman and Levy 2005; Korzenny and Neuendorf 1980; Mares and Cantor 1992) and how they are regarded by younger people (Gerbner et al 1980; Passuth and Cook 1985). In addition, research has shown that self-stereotyping of older people can even lead to negative physiological effects such as impaired memory performance (Westerhof et al 2010).…”

The Representation of Older People in East Asian Television Advertisements

“…Still other studies showed that perceptions of older viewers on how they were represented by the advertiser influenced their purchase intentions as well as their overall view of the company image (Festervand & Lumpkin, 1985; Kolbe & Burnett, 1992; Prieler & Kohlbacher, 2016). In addition, research has shown that self-stereotyping of older people can even lead to negative physiological effects, such as impaired memory performance (Westerhof, Harink, Van Selm, Strick, & Van Baaren, 2010).…”