Stereotypes of the Elderly in Magazine Advertisements 1956–1996

Abstract

The globalization of American culture is increasing as various media target an international market. This article reports the results of a study examining trends in the stereotyping of the elderly in print advertisements appearing from 1956 to 1996 in U.S. magazines. Results show that the percentage of elderly portrayals in print ads has decreased. There has been relatively little overall stereotyping of elderly, with only 4 percent of the sample depicting negative stereotypes. Nevertheless, there has been an increasing percentage of negative stereotypes and a decreasing percentage of positive stereotypes. Results are analyzed in relationship to marketing trends and the social impact on aging.

Lonely older people as a problem in society – construction in Finnish media

“…This solely negative portrayal and the under-representation of older people seem to be changing. Predominantly negative images have over the last decades been modified in different types of media by a tendency that Vincent (2003), among others, calls ''the liberation of old age'' and replaced by more positive images (Miller et al 1999(Miller et al , 2004Roy & Harwood 1997;Williams et al 2007Williams et al , 2010Zhang et al 2006). Older people are now more likely to be represented as actors and in roles which break the former stereotypes of older people.…”

College Students' Perceptions About Older People and Aging

“…This finding supports Mosher-Ashley & Ball (1999), who found that students perceived older people to have physical problems. The students' perceptions about older people's physical limitations persist, perhaps, partly due to increased negative advertisements in the media-as noted by Miller et al (1999). It is surprising that although there has been increased publicity and concern about the rights of older people, attitudes about older people do not appear to be changing-especially among the college students surveyed in this study.…”

“…Some research suggests that negative stereotypes about the elderly persist, and that these are media-based. Miller, Miller, McKibbin, & Pettys (1999) found that positive portrayals of the elderly had decreased and negative portrayals had increased in print advertisements from 1956 to 1996. Strader and Katz (1990) demonstrated that persuasive communication about a career in nursing influenced college students' beliefs, attitudes, and intentions to enroll in nursing studies.…”

Ageing well? Older people’s health and well-being as portrayed in UK magazine advertisements

“…Several studies (Miller et al 1999(Miller et al , 2004 found that ''Golden Ager'' (i.e. older people as relatively active, glamorous and competent) and ''Perfect Grandparent'' portrayals (older people in grand-parenting roles, typically in a family setting) (see Hummert et al 1994) were rather typical of TV representations of older people.…”