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)…

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)

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)

This collection of abstracts is part of a continuing series providing information on recent doctoral dissertations. The 32 titles discuss a variety of topics, including the following: (1) the elderly audience for religious broadcasting; (2) response to television advertising of directly marketed products; (3) the effectiveness of documentary film…

The relationship of older Americans to the new media culture of society is the focus of this Technical Committee Report. The work of two committee-appointed subcommittees on stereotypes and new media technology are explained with a special emphasis on the influence of television. Age stereotyping is examined in prime time television, daytime…

Designed to present communications problems faced by the elderly and to assist classroom teachers to develop activities for dealing with them, this booklet begins by examining stereotypes of older persons which minimize and distort communication with them. It outlines common misconceptions about the elderly, centering on their state of mind,…

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)

A study which reviewed the research literature analyzed the relationship between television advertisements and the lowering of the self concept. Although television advertising has a relatively short history, today a person can hardly escape from it. Advertisements are specifically targeted to age-related and demographic groups. By focusing on…

Twenty-two advertisements from "Reader's Digest" and twenty-two from "Retirement Living" magazine were analyzed in order to determine the way in which old people are portrayed. The advertisements were found to support the common societal stereotypes that old people are unproductive, prefer to associate with other old people rather than with…

Showing a variety of learned behavior about aging, activities in this unit are designed to help high-school students become aware that their views (preconceptions) on aging are not universally held. Objectives of the unit include achievement of global perspective on aging and its problems, understanding of the effects of population growth and…