With the baby boomers increasing in age, the number of older Americans is projected to increase to 82 million by 2050, an increase of 225% from the year 2000. But despite their growing numbers, older individuals continue to face negative attitudes toward them, their way of thinking, and their abilities. These negative attitudes result from the…

When assessing effects of advertisements on themselves and on people in their mid-40s and 70s, more than 30% of respondents drew upon negative stereotypes when making estimates about effects of advertising messages on the elderly. There was no difference between first-year university students and seniors majoring in advertising in the rate of…

Using a Q sort, 39 older adults rated 40 magazine ads. They found offensive ads that stereotyped elders as out of touch, ridiculous, difficult, and unattractive. Stereotypes of real aging problems were deemed nonoffensive. In interviews, they expressed concerns about the harm such stereotypes can do. (Contains 37 references.) (SK)