ERIC Number: EJ727394
Record Type: Journal
Publication Date: 2005
Reference Count: N/A
Stereotypes of Ageing: Messages Promoted by Age-Specific Paper Birthday Cards Available in Canada
Ellis, Shannon R.; Morrison, Todd G.
International Journal of Aging and Human Development, v61 n1 p57-73 2005
Birthday cards are a ceremonial token that may purposefully or unintentionally transmit stereotypes about the ageing process. In the current study, the authors examined 150 age-specific paper birthday cards sold in retail outlets located in a small metropolitan area. Results suggest that a greater proportion of the cards' textual messages represented ageing in a negative manner (66.7%). Further, the negativity of these written messages did not appear to vary as a function of the intended recipient's chronological age or sex. The findings are compared to those of previous studies conducted in this area. As well, limitations and directions for future research are outlined.
Descriptors: Foreign Countries, Stereotypes, Aging (Individuals), Labeling (of Persons), Social Influences, Negative Attitudes, Social Norms
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Canada