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ERIC Number: ED150659
Record Type: RIE
Publication Date: 1978
Pages: 23
Abstractor: N/A
Reference Count: 0
A Tarnish on the Golden Years.
Bradford, Vicky
Twenty-two advertisements from "Reader's Digest" and twenty-two from "Retirement Living" magazine were analyzed in order to determine the way in which old people are portrayed. The advertisements were found to support the common societal stereotypes that old people are unproductive, prefer to associate with other old people rather than with younger people, are uninterested in sex, and are serene. In addition, the advertisements fostered the advertising stereotypes that old people have a great deal of money, have youthful appearances, are grandparents, and have living spouses. However, the advertisements were not found to support the societal stereotypes that the aged are inflexible, senile, physically deteriorated, and dependent. No great differences were found between the images in the "Reader's Digest" advertisements and those in "Retirement Living." The results of the study indicate that the rhetoric of magazine advertisements conveys incomplete and inaccurate information about the aged and does not acknowledge their individual differences. As a result, the needs, preferences, and abilities of individual old persons are ignored. (GW)
Publication Type: Reports - Research
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Research prepared at University of Colorado ; Best copy available