Middle‐aged and Older Women in Print Advertisements

Hollenshead, Carol; Ingersoll, Berit

doi:10.1080/0380127820080103

Cited by 10 publications

(2 citation statements)

References 25 publications

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“…sexism in depictions of older people in advertising and in media in general. Signorielli (2004) examines TV dramas; Bazzini et al (1997) and Lauzen and Dozier (2005) analyze movies; Hollenshead and Ingersoll (1982) focus on US print ads; and finally Stern and Mastro (2004) study TV ads, investigating all variables in regard to five different age groups (including 65 years or older). This relative neglect of older people in studies of gender representation is especially surprising at a time when many industrialized nations are experiencing an aging society.…”

Section: Introductionmentioning

confidence: 99%

Gender Representation of Older People in Japanese Television Advertisements

et al. 2011

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This content analysis of 306 Japanese television advertisements featuring older people (50+) analyzed differences in representation based on gender. The results revealed that both genders were underrepresented in comparison to demographic reality. This disparity was even more pronounced for older females, who appeared in less than half as many commercials as did older males. Older females were depicted at home, while their male counterparts were shown in the workplace. Moreover, some product categories were associated with a particular gender: cosmetics/toiletries with females and foods/beverages with males. Many of these findings are in accordance with previous studies from other parts of the world. Adding evidence from Japan lends support to the hypothesis of global gender stereotypes.

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Section: Introductionmentioning

confidence: 99%

Gender Representation of Older People in Japanese Television Advertisements

et al. 2011

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“…Advertisements are an important component of this body of understanding and knowledge. Along with the other sources listed above, advertisements enable us to know about older people as well as how to be as an older person (Hollenshead & Ingersoll, 1982). In this way advertisements are an important social resource that may even affect our developmental trajectory.…”

Section: Introductionmentioning

confidence: 99%

Images of Older People in UK Magazine Advertising: Toward a Typology

Williams

Wadleigh

Ylänne

2010

Int J Aging Hum Dev

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The use of images of older people in the British advertising media has been under-researched to date. Further, previous research in any country has tended to examine such images from an a priori framework of general impressions and stereotypes of older people. This study addresses these issues with British consumers' (n = 106) impressions, trait ascriptions, and similarity-between-images ratings of a representative sample of U.K. magazine advertisements featuring older characters. After a series of sorting task laboratory sessions, multidimensional scaling and hierarchical cluster analyses revealed four clearly defined groups representing types of portrayals. These types emerged from the advertisements and from the views of the consumers themselves. These emergent groupings are: (1) Frail and Vulnerable, (2) Happy and Affluent, (3) Mentors, (4) Active and Leisure-oriented older adults. These groupings seem to be a logical context-appropriate derivation from previous findings on generally held stereotypes of older persons. It is argued that the groupings have the potential to contribute to a reliable typology of advertising portrayals of older people, with potential heuristic leverage in social scientific research of intergenerational communication, lifespan concerns, and the aging process.

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