This literature review explores societal attitudes about older individuals and the influence of these attitudes on the self-esteem of older persons. These topics are examined: identification of common stereotypes and myths about older persons; media depiction of older persons; influence of stereotypical images on older persons' self-perceptions; adverse effects due to lowered self-esteem; and counseling interventions for counteracting adverse effects of stereotyping. These conclusions are presented: (1) society's attitude toward older persons is unfavorable; (2) various forms of mass media serve to transmit and perpetuate the negative images of older persons; (3) not all older persons allow stereotypes to adversely influence them, although some individuals are more vulnerable and do experience decreased self-esteem; (4) older persons who develop a lowered self-esteem are at risk for developing depression, alcoholism, loss of control, and a sense of helplessness; and (5) persons suffering from these adverse effects can be helped with counseling interventions. It is recommended that counselors become aware of aging stereotypes and that practitioners should determine how prevailing images of older persons have affected their attitudes. References are included. (ABL)