Given its rapidly-aging population, the U.S. needs a workforce that is informed about and capable of meeting the diverse needs of older adults. Students pursing gerontology education may feel unsure of career opportunities as they enter a job market with traditionally clearly-defined disciplinary backgrounds. The goal of this study was to explore…

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…

Examined 136 recent television ads to analyze the treatment of older persons. Results showed a significant absence of the elderly in television commercials. Suggests that educators must become assertive in helping both the older person and advertisers portray older people more positively and realistically. (JAC)

Examined images of aging women depicted in periodical advertising over a 10-year period. Analyzed content for frequency, products involved, setting, value orientation, and change over time. Found older women in less than 1% of the advertisements, and no significant changes from 1967-1977. (Author/JAC)

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)