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ERIC Number: EJ746064
Record Type: Journal
Publication Date: 2006
Pages: 19
Abstractor: Author
Reference Count: 46
ISSN: ISSN-0091-4150
The Portrayal of Older People in Television Advertisements: A Cross-Cultural Content Analysis of the United States and South Korea
Lee, Byoungkwan; Kim, Bong-Chul; Han, Sangpil
International Journal of Aging and Human Development, v63 n4 p279-297 2006
A cross-cultural content analysis of 2,295 prime-time television ads--859 ads from the United States and 1,436 ads from South Korea--was conducted to examine the differences in the portrayal of older people between U.S. and Korean ads. In two countries, the underrepresentation of older people in ads was found in terms of proportions of the actual population. The findings also showed that older people are more likely to play major roles in Korean television ads than in U.S. ads. In terms of the attributes of older people depicted in ads, differences between U.S. and Korean ads were also found. The results showed that Korean television ads are likely to more positively depict older people than American television ads are. These findings supported the basic assumption of cross-cultural advertising, in which the differences in cultural values between the two cultures are related to the differences in the contents of their advertisements. However, the problems of underrepresentation and stereotypes in the portrayal of older people were still identified both in Korean and U.S. prime-time television ads. (Contains 5 tables.)
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Publication Type: Information Analyses; Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: South Korea; United States