The use of images of older people in the British advertising media has been under-researched to date. Further, previous research in any country has tended to examine such images from an "a priori" framework of general impressions and stereotypes of older people. This study addresses these issues with British consumers' (n = 106)…

In this paper we explore methodological considerations for recruiting stigmatised populations online. Advertising for research participants via social networking sites (SNS) has increasingly become a tool of choice for both quantitative and qualitative researchers. However, such recruitment practices pose a range of challenges for researchers,…

A literature review documents distorted images of aging in mass media and advertising, including underrepresentation and stereotyping. Older consumers are dissatisfied with these images, and their growing purchasing power is forcing advertisers to make more effective appeals. (Contains 20 references.) (SK)

Purpose: In many countries there is emerging concern regarding alliances between the pharmaceutical industry and health non-profit organizations (NPOs), and the increase of co-sponsored marketing activities such as disease awareness advertising. The current study aims to explore Australian women's perceptions of disease awareness advertising with…

Determining the reach of physical activity (PA) programs is challenging due to inconsistent reporting across studies. The purpose of this study was to document multiple indicators of program reach for a 6-month, Digital Versatile Disc (DVD)-delivered home-based PA program. Radio, newspaper and direct mailing advertisements were tracked to…

Because of the dearth of available partners, older women looking to date may have to relax their dating standards to find a dating partner, perhaps accepting a life situation that is not what they had hoped for. However older women may be reluctant to sacrifice an often recently-gained lifestyle free of caregiving obligations. Older men, on the…

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…

In this study we will analyze the attitude of older adults to advertisements, differentiating between advertisements that contain rhetorical figures (trope ads) and those that do not (explicit ads). We will also study their attitude toward the brand advertised according to their degree of involvement with the product. In the course of the…

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…

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…

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)

When 75-year-old Margaret Corston saw a poster in her local library advertising a course in basic radio broadcasting skills, she little thought that some 18 months later she would be hosting her own weekly show, with thousands of listeners, on community radio. From small beginnings--her first course was called "First Steps in Radio"--she began to…

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)

In 1986, the Ability Based on Older Dependable Experience (ABODE) Program was developed at De Anza College to train older adults to serve as a temporary source of child care on an emergency basis. The program was sponsored by Tandem Computers, Incorporated, out of a desire to provide better employee benefits with respect to child care. The program…