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A Longitudinal Study of the Use of the Elderly in Magazine Advertising

A Longitudinal Study of the Use of the Elderly in Magazine Advertising Using a longitudinal content analysis, this study establishes that there is significant use of the elderly in advertisements. It also finds that the elderly are often portrayed in relatively prestigious work situations, and that older males are used much more frequently in advertisements than older females. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

A Longitudinal Study of the Use of the Elderly in Magazine Advertising

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References (3)

Publisher
Oxford University Press
Copyright
© 1986 The Journal of Consumer Research, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/209054
Publisher site
See Article on Publisher Site

Abstract

Using a longitudinal content analysis, this study establishes that there is significant use of the elderly in advertisements. It also finds that the elderly are often portrayed in relatively prestigious work situations, and that older males are used much more frequently in advertisements than older females.

Journal

Journal of Consumer ResearchOxford University Press

Published: Jun 1, 1986

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