How Older Persons Are Portrayed in Television Advertising: Implications for Educators

Hiemstra, Roger; Goodman, Maureen; Middlemiss, Mary Ann; Vosco, Richard; Ziegler, Nancy P.

doi:10.1080/0380127830090202

Cited by 35 publications

(36 citation statements)

References 11 publications

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“…3 "One reason for this absence, which is largely and significantly the fault of the advertising industry, is the continued focus on the relevant advertising target group aged up to 49 years" [Gonser, 2009, p. 73;also see: Mayer, Lukas, Rothermund, 2005]. 2004; Coltrane, Messino, 2000;Roy, Harwood, 1997;Robinson, Skill 1995;Moore, Cadeau, 1985;Hiemstra, Goodman, Middlemiss, Vosco, Ziegler, 1983;Francher, Jay 1973]. Research in Germany comes to similar conclusions.…”

Section: Research Findings To Datementioning

confidence: 56%

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

Meiners

Reucher

Leeson

2017

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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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Section: Research Findings To Datementioning

confidence: 56%

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

Meiners

Reucher

Leeson

2017

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“…Hasta 1983 no se conocerá el primer trabajo sobre publicidad televisiva y mayores. Hiemstra et al (1983) se puede considerar primer estudio sobre mayores en spots publicitarios. En la misma década de los ochenta existen más en este sentido, centrados en televisión y con el objeto de estudiar la representación de modelos mayores en anuncios publicitarios (Stephens et Al, 1983;Swayne et Al., 1987).…”

Section: Publicidad Y Mayoresunclassified

Mayores, publicidad y medios de comunicación: Una revisión teórica

Mancebo-Aracil

2014

Hist. Comun. Soc.

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Resumen:El presente trabajo tiene como objetivo revisar los principales estudios que relacionan a las personas mayores con los medios de comunicación o publicidad, y cómo son representados. Muchos de estos estudios revelan que la imagen de los mayores ha sido tradicionalmente infrarrepresentada, infravalorada y estereotipada, tanto en programas como anuncios. Las industrias del entretenimiento y publicitaria deben adquirir mayor conciencia sobre su (falta de) estrategia de segmentación de los mayores de 55 años, un nicho con cada vez mayor peso específico y más relevante en los países industrializados.Palabras clave: Mayores; Publicidad; Representación; Medios de Comunicación; Televisión.Elderly, advertising and media: A theoretical review. Abstract:This paper aims to review the main studies relating to elderly people with media and advertising, and how they are represented. Many of these studies show that the image of the elderly has been traditionally underrepresented, undervalued and stereotyped both programs and ads. The entertainment and advertising industries must become more aware about their (lack of) segmentation strategy over 55 years a growing niche with specific weight and more relevant in industrialized countries. Referencia normalizada:Mancebo-Aracil, J. F. (2014): Mayores, publicidad y medios de comunicación: una revisión teórica.

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“…Francher und Jay (1973) stellten fest, dass lediglich in 2,0 Prozent Werbungen ältere Menschen auftraten. Auch Hiemstra et al (1983) kamen zu dem Ergebnis, dass nur 3,1 Prozent aller Menschen in Werbungen älter als 60 Jahre waren, obwohl diese Gruppe zu der Zeit 15,7 Prozent der amerikanischen Bevölkerung umfasste. Dieses Verteilungsverhältnis setzte sich mit leicht erhöhten Werten auch über die nächsten Jahre fort (vgl.…”

Section: Die Rolle äLterer Menschenunclassified

“…B. Gerbner et al 1986) auf die Selbstwahrnehmung von älteren Menschen als auch auf das Bild der jüngeren Menschen von den Älteren haben (Gerbner et al 1980;Passuth und Cook 1985;Mares und Cantor 1992;Harwood 1999 Francher und Jay 1973;Hiemstra et al 1983;Swayne und Greco 1987;Atkins et al 1990/91;Langmeyer 1993;Roy und Harwood 1997;Miller et al 2004;Lee et al 2007), einige aus Canada (Moore und Cadeau 1985;Davis und Carson 1998) und eine aus Großbritannien (Simcock und Sudbury 2006). Überdies findet sich auch eine Studie, die einen Ländervergleich zwischen Korea und den USA vornimmt (Lee et al 2006), sowie eine, die Daten aus Malaysia und Korea vergleicht (Ong et al 2008).…”

Section: Introductionunclassified

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Ältere Menschen in der japanischen Fernsehwerbung: Eine umfragebasierte und inhaltsanalytische Untersuchung

et al. 2010

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This article presents results from a survey on the image of older people in Japan and a content analysis of how they are represented in Japanese TV commercials. The representative survey resulted in 720 responses from people between 15 and 65 years of age in the greater Tokyo area. Among the findings: The term k reisha (elderly people) is generally used to refer to people over 70, although the official definition in Japan is over 65; k reisha and dankai no sedai (baby boomers) are identified as very distinct groups with different characteristics; and there is a generally positive attitude towards ageing, while negative stereotypes are rejected. The survey participants were also asked for their impressions of how older people are depicted in TV advertising. These impressions were then compared to objective measures of Japanese TV ads through the use of content analysis. The systematic sample consisted of 2,972 television commercials aired in the years 1997 and 2007. The results echo the findings of other research studies conducted in various countries and include the following: a general under-representation of older people and especially of older females; the representation of older people mostly in leading roles; and older people's occurring predominantly together with other age groups.

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How Older Persons Are Portrayed in Television Advertising: Implications for Educators

Cited by 35 publications

References 11 publications

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

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

Mayores, publicidad y medios de comunicación: Una revisión teórica

Ältere Menschen in der japanischen Fernsehwerbung: Eine umfragebasierte und inhaltsanalytische Untersuchung

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