Nowhere Near Picture Perfect: Images of the Elderly in Life and Ebony Magazine Ads, 1990–1997

Abstract

This content analysis of Life and Ebony, which replicates and updates an earlier study, examines 9,314 advertisements and shows that fewer elderly figures appeared in the magazines than during the previous decade. Further, the figures that did appear more often are associated with aging products and services. A surprising finding was that African-American elderly figures in Life appeared proportionately more than White elderly figures in Ebony. This is the opposite of what was found in a previous study. If magazine advertising is indeed responsive to reader taste, then the elderly are not highly valued consumers in these magazines.

The Malleability of Possible Selves and Expectations Regarding Aging

“…This suggests that the under-and misrepresentation of older adults in the media (Bramlett-Solomon & Subrananian, 1999;Bramlett-Solomon & Wilson, 1989;Chinen, 1985;de Luce, 2001;Kessler et al, 2004;Signorielli, 2004;Vernon et al, 1990) is a missed opportunity for improving expectations regarding aging. If such a brief exposure to positive aging was able to have an impact, at this point one can only imagine what the influence of longer or repeated exposure may have on aging related expectations.…”

“…In other words, the proportion of older adults in the population significantly exceeds the proportion of older adults in prime time television. Numerous other studies examining various forms of popular culture, which include media as well as fictional books directed at narrower audiences, echo the conclusion that older adults are underrepresented (Bramlett-Solomon & Subrananian, 1999;Bramlett-Solomon & Wilson, 1989;Chinen, 1985;de Luce, 2001;Kessler, Rakoczy, & Staudinger, 2004;Vernon, Phillips, Williams, & Wilson, 1990).…”

Older Adults' Perceptions of Offensive Senior Stereotypes in Magazine Advertisements: Results of a Q Method Analysis

“…The percentage of older people used in advertisements is far less than their actual population percentage (Bramlette-Solomon & Subramanian, 1999;Gantz, Gartenberg, & Rainbow, 1980;Harris & Feinberg, 1977;Hiemstra, Goodman, Middlemiss, Vosco, & Ziegler, 1983;Moore & Cadeau, 1985;Peterson, 1992;Robinson, 1998;Robinson, Duet & Smith, 1995;Swayne & Greco, Offensive Senior Stereotypes 505 1987;Ursic, Ursic, & Ursic, 1986). When older individuals are placed in an advertisement, they are usually shown with a number of other ''younger'' adults, which is a direct reflection of advertisers' lack of confidence in this market (Bramlette-Solomon & Subramanian, 1999;Gantz, et al, 1980;Robinson et al, 1995;Smith, 1976;Swayne & Greco, 1987;Ursic et al, 1986). Older males are far more likely to appear in advertisements than older females (Gantz et al, 1980;Harris & Feinberg, 1977;Hiemstra et al, 1983;Robinson et al, 1995;Robinson, 1998;Swayne & Greco, 1987;Ursic et al, 1986).…”

“…Older males are given more powerful roles, like the wise patriarch or an authority figure, and older females are portrayed most often ''as useful accoutrements to males'' (Davis & Davis 1985, p. 47). Seniors do advertise a variety of products; however, most tend to deal with health, food, consumer services, and household products (Bramlette-Solomon & Subramanian, 1999;Swayne & Greco, 1987;Ursic et al, 1986). Robinson (1998) found that in television, magazine, and newspaper advertisements targeting the older market, 85% were for health-related products.…”

“…Scholars also have found that the portrayals of older characters are less favorable than younger individuals in magazine and television advertisements (Bramlette-Solomon & Subramanian, 1999;Harris & Feinberg, 1977;Peterson, 1992;Robinson, 1998). Even when the product is aimed at an older audience, the older characters are portrayed in a somewhat undesirable manner (Peterson, 1992;Robinson, 1998).…”