Attitudes of the Elderly Toward their Portrayal in Advertisements

Abstract

This paper reports the results of a study of elderly consumers attitudes toward advertising ingeneral, their portrayal in such, and their response to this portrayal. The results generally indicate that the elderly as a whole hold "neutral" attitudes toward advertising in general, but dislike their portrayal by advertisers to the extent that some elderly may engage in "limited boycotting." This is particularly true of elderly women and the elderly Black consumer.