Representations of older adults in television advertisements

Lee, Monica; Carpenter, Brian; Meyers, Lawrence S.

doi:10.1016/j.jaging.2006.04.001

Cited by 88 publications

(87 citation statements)

References 8 publications

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“…Over a period of time, there has been a shift in the mediated representations of older adults -in particular, women -from depicting older adults mainly as old-fashioned, frail and helpless to representing them as confi dent, fi t and powerful (Lee, Carpenter, & Meyers, 2007;Low & Dupuis-Blanchard, 2013;Mason, Darnell, & Prifti, 2010). Moreover, older adults are less underrepresented in the various media outlets than they used to be.…”

Section: Growing Old Via Mediamentioning

confidence: 99%

Growing old with and via media

et al. 2017

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What we understand at any given time as “old age” may seem to have a very straightforward and factual base. Yet, in the words of Simone de Beauvoir, “as far as our own species is concerned old age is by no means easy to define” (de Beauvoir, 1996, p. 9). Even the most positivist sciences have to admit that old age is a “a heterogeneous event that some individuals tolerate better than others” (Balcombe & Sinclair, 2001, p. 845). That is, “old age” as a biological and physiological phenomenon has many and variable causes that may become visible at differing points in individual lives. Moreover, the phenomenon of ageing cannot be explained by any one universal theory (Balcombe & Sinclair, 2001, pp. 845-846). What it means to be old in a particular society at any given time is, thus, a matter of social and cultural construction that may vary greatly from place to place and at different historical times (Hazan, 1994).

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Section: Growing Old Via Mediamentioning

confidence: 99%

Growing old with and via media

et al. 2017

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“…in supporting roles or in the background, so that they are often only presented superficially [Roy, Harwoods, 1997;Tuppers, 1995;Bosch, 1990;Swayne, Greco, 1987]. Moreover, presentations of older people often tend to be unrealistic or distorted, with advertising either depicting them one-sidedly -particularly in any content regarding age-related problems -or ridiculing them in a stereotyped, exaggerated image [Harwood, 2007;Lee, Carpenter, Meyers, 2007;Miller, Leyell, Mazachek, 2004;Roy, Harwood 1997;Hummert, Garstka, Shaner, Strahm, 1994;Kite, Deaux, Miele 1991;Schmidt, Boland, 1986]. Advertising not only portrays older people negatively but often also overly positively, e.g.…”

Section: Research Findings To Datementioning

confidence: 99%

Age discriminating advertising in Germany: is this an issue? Basic statistical analysis of complaints to the »deutsche werberat«

Meiners

Reucher

Leeson

2017

Optimum

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SummaryAdvertisements which discriminate according to age are not uncommon and should not be seen as a side-issue of society, which can be neglected. Therefore, the focus of this paper had as its aim the identification and investigation of specific complaints regarding age discrimination in advertising. This was done by means of long-term monitoring with the purpose of gaining new insights and obtaining valuable information for future research projects. Here the relevant question was: Have complaints about age discriminating advertisements (adverts, spots, posters, online-advertising) been received by the »Deutsche Werberat«, a self-regulatory body of the advertising industry which was founded in 1972? In order to investigate the question asked, a quantitative time series analysis of the approx. 4 500 complaints lodged with the »Deutsche Werberat« from 2003 to 2013, a period of eleven years, was carried out.

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“…According to Quadagno (1989), the media played a key role in promulgating the presence of intergenerational conflicts, which frequently depicts older citizens as "greedy geezers". Multiple studies also denote, for example, the pervasive presence of diverse forms of ageism across a wide range of medium such as television (Lee, Carpenter, & Meyers, 2007), magazines (Harwood & Roy, 1999), and newspapers (Lagacé, Laplante, & Davignon, 2011;Rozanova, 2010).…”

Section: Gender Caregiving and Media Framingmentioning

confidence: 99%

The Invisible Women: Gender and Caregiving in Francophone Newspapers

Marier¹,

Pevenage

2016

Ro. Comm. & PR

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This contribution analyses the importance given to gender in articles related to caregiving for older adults in five francophone newspapers (Le Soir, Le Devoir, Figaro, Libération and La Presse) across three countries (Belgium, France and Canada). Out of the 254 articles in our sample, less than a fifth (49) made any mention of gender. A closer analysis of the gender related contributions reveal that only 18 articles devote more than a line to the interaction between gender and caregiving activities and its multiple socio-economic consequences. This is highly surprising since women provide the bulk of caregiving efforts and are the ones facing difficulties due to the lack of governmental actions to assist with these functions. These consequences are well documented in the scientific literature and feature caregiving burnout, loss of employment and economic insecurity. This contribution features an analysis and some extracts from the 18 articles in question.

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Representations of older adults in television advertisements

Cited by 88 publications

References 8 publications

Growing old with and via media

Growing old with and via media

Age discriminating advertising in Germany: is this an issue? Basic statistical analysis of complaints to the »deutsche werberat«

The Invisible Women: Gender and Caregiving in Francophone Newspapers

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