The Portrayal of Older Adults in Advertising

Zhang, Yan Bing; Harwood, Jake; Williams, Angie; Ylänne‐McEwen, Virpi; Wadleigh, Paul Mark; Thimm, Caja

doi:10.1177/0261927x06289479

Cited by 98 publications

(66 citation statements)

References 33 publications

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“…As for elderly people in Chinese communities, especially those in China itself, so far, efforts are few to examine their image, either perceived by themselves or by others [11,21]. To account for this lack of knowledge about the image of ageing in Chinese communities is the assumption that since respecting the old is so much treasured among the Chinese that elderly people there should not have a negative image of themselves, nor of their peers [22].…”

Section: Introductionmentioning

confidence: 99%

The Effects of Sociodemographic Characteristics on Chinese Elders′ Perception of the Image of Ageing

Chow

Bai

2010

International Journal of Population Research

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A positive image of elderly people is found to be contributive to successful ageing. This paper reports a study that aims at revising and validating Image of Ageing Scale in a modern Chinese context and finding out how socio-demographic factors have impacted the latter's perception of the image of ageing. Confirmatory factor analysis supported the five-factor model suggested from exploratory factor analysis which produced good psychometric properties. Based on the two-cluster solution from the twostep cluster analysis on the image of ageing, results of both the Chi-square and the one-way ANOVA tests confirmed that age, residence location, marital status, working status, living arrangement, neighborhood relationships, illness and daily activity were significant predictors of elders' image of ageing. Logistic results further indicated that some predictors were not statistically significant in the multivariate analysis, whilst being urban, lonely, suffering from severe chronic illnesses, and showing little interests in daily activities, were identified as potent factors resulting in a negative image of ageing. Other than suggesting the Revised Chinese Version of the Image of Ageing Scale (IAS-C) could be used in a Chinese society, our findings also led to a number of recommendations to promoting a positive image among the Chinese elderly.

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Section: Introductionmentioning

confidence: 99%

The Effects of Sociodemographic Characteristics on Chinese Elders′ Perception of the Image of Ageing

Chow

Bai

2010

International Journal of Population Research

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“…Grand majority of the studies carried out in the media field regarding age discrimination is about the representative aspect of the issue. Representations and stereotypes of the elderly have been the research subject in various communication media such as television (Cohen, 2002;Gerbner, 1994;Harwood, 2000;Rahtz, Sirgy & Meadow, 1989;Roy & Harwood, 1997;Signorielli, 2004), printed media (Almerico &Thompson,1989;Sedick & Roos, 2011), animation movies (Robinson & Anderson, 2006;Robinson, Callister, Magoffin, Moore, 2007) and advertisement (Peterson, 1992;Zhang, Harwood, Williams, Ylanne-McEven, Wadleigh, Thimm, 2006). While researches regarding the elderly representations center especially upon the television field, there is a limited number of studies that address the elderly stereotypes in the cinema (Markson & Taylor, 2000).…”

Section: Research Related Literaturementioning

confidence: 99%

Being Old and Being a Woman: A Research on the Age and Gender Relationship in the Award - Winning a Ctors and Actresses of the Turkish Cinema

Zengin¹

2014

TOJDAC

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According to the World Health Organization data, proportion of elderly individuals to total population is going to exceed that of children and youth in about 50 years. In the aging population, proportion of females is higher than the proportion of males. Researches show that women are to face numerous problems resulting from discriminatory practices based on age besides gender pattern in social and economic life. In this study, the discriminatory practices that the aging female population was exposed to in professional life were addressed within the cinema sector. Sample of the research consists of actors and actresses who have received awards in the branches of best actress, best actor, best supporting actress and best supporting actor in the longest-running film festival of Turkey, Antalya Golden Orange Film Festival, since the beginning of the festival. Receiving an award is an indicator of successful performance for cinema actors and actresses. In this context, the role of age and gender in professional careers of cinema actors and actresses was investigated by descriptive statistics method, on the basis of age distribution with respect to the gender of cinema actors and actresses who have received awards in best actress, best actor, best supporting actress and best supporting actor since the beginning of Antalya Golden Orange Film Festival.Results obtained from the study revealed similarities to researches related to actresses in the American Cinema which is a part of the literature. Research findings show that the mean age of award-winning actors is higher than the mean age of award-winning actresses in all the branches under consideration and that women receive awards at younger ages compared to men. In this context, it can be suggested that sexist approaches give rise to double jeopardy for actresses in advanced age and their professional careers are constricted in their old age.

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“…In this case, the manner in which media advertising portrays ageing and the perspective of growing old has been largely investigated in media and ageing studies using both quantitative (Kay & Furnham 2013;Kohlbacher & Chéron 2012;Furnham & Paltzer 2010;Zhang, Harwood, Williams, Ylänne-McEwen, Wadleigh & Thimm, 2006;Miller, Leyell & Mazachek, 2004) and qualitative methodologies (Chen 2015;Marshall & Rahman, 2015;Loose & Ekström, 2014;Flatt, Settersten, Ponsaran & Fishman 2013;Brooks 2010;Calasanti 2007;Calasanti & King 2007). In all these approaches -whether qualitative or quantitative -the scholars have highlighted the inappropriate ways of portraying elders (i.e.…”

Section: Introductionmentioning

confidence: 99%

Age-friendly Advertising: A Qualitative Research on the Romanian Silver Consumers

Duduciuc

2017

Ro. J. Comm. & PR

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As consumption has become a major aspect that characterizes the life of people currently aged 55 and older, fervent public and academic debates have been raised around the accurate portrayal of seniors in advertising. While most of the previous quantitative and qualitative research highlighted the inappropriate ways of representing elders and the unsuitable framing of advertising claims, little research has been done so far to understand which are seniors' expectations regarding their portrayal in current advertising campaigns. Based on in-depth interviews with Romanian adults of the 55+ generation, this paper investigates how seniors understand ageing with respect to the manner in which they have been depicted in nowadays advertising and what are the detailed features of the offensive or inoffensive advertising campaigns targeting them. The findings revealed that participants that lost their status during ageing favor the use of chronological rather than cognitive images of their age. Additionally, the running of the natural surroundings in advertising were found as empowering for both the young and the older adults of our research.

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The Portrayal of Older Adults in Advertising

Cited by 98 publications

References 33 publications

The Effects of Sociodemographic Characteristics on Chinese Elders′ Perception of the Image of Ageing

The Effects of Sociodemographic Characteristics on Chinese Elders′ Perception of the Image of Ageing

Being Old and Being a Woman: A Research on the Age and Gender Relationship in the Award - Winning a Ctors and Actresses of the Turkish Cinema

Age-friendly Advertising: A Qualitative Research on the Romanian Silver Consumers

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