Socially defunct: A comparative analysis of the underrepresentation of older women in advertising

Visibility patterns of gendered ageism in the media buzz: a study of the representation of gender and age over three decades

“…Since then, ageism has emerged as a research field in itself (see, for example, Margaret Morganroth Gullette 2011;Gullette 2017;Stephen Katz 2001;Todd D. Nelson 2002;David Schonfield 1982). Many media scholars have shown that gender plays a large part in older people's visibility (Shyon Baumann and Kim De Laat 2012;C. Lee Harrington et al 2014;Nancy Signorielli, 2004;Latika Vasil and Hannelore Wass 1993).…”

“…Further, the increased media interest in older people can be attributed to a consumer perspective and the market categorisations that follow (Karin Lövgren 2009). Market interest in older consumers is also reflected in the research of older people by the advertising industry, especially older women (Baumann and de Laat 2012;Teri Del Rosso 2017;Jorg Matthes, Michael Prieler, and Karoline Adam 2016;Angie Williams, Marc Wadleigh, and Virpi Ylennä 2010). Attached to the more positive images of older persons are also ideas of "agelessness" that initially might seem positive, but in the long run, become demanding.…”

The “Cougar” Phenomenon: An Examination of the Factors That Influence Age‐Hypogamous Sexual Relationships Among Middle‐Aged Women

“…Despite an increasing visibility of middle‐aged women's sexuality in the media (Tally, ; Weitz, ), contemporary scripts involving older women continue to (re)produce norms that constrain aging women's sexuality and identities. Indeed, older women are still frequently presented in the media as asexual (Baumann & de Laat, ; Gannon, ), or their sexuality is presented as problematic for the stability of the nuclear family (Tally, ). In addition, middle‐aged women's bodies are often presented as objects of ridicule instead of as objects of desire, and middle‐aged women's sexual desires are often depicted in a humorous way (Weitz, ).…”

The look of ageing: Agelessness as post-feminist cool? - The aging female CEO in contemporary US TV series

“…Most of these studies have concluded that older characters have been severely underrepresented in fi lm and television fi ction (compared to other age groups) but also in magazines and advertisements (cf. Williams, Wadleigh & Ylänne, 2010;Baumann & de Laat, 2012) and misrepresented in comparison to the distribution of older men and women in the US population. Signorielli and Bacue (1999) found that there had been no signifi cant change in representations of older people from the late 1960s through the 1990s; and, even though Barrett, Raphael and Gundersson (2014) conclude more recently that older people are not as invisible as they used to be, they also point out that they are still underrepresented.…”