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The Portrayal of Older Americans in Television Commercials

The Portrayal of Older Americans in Television Commercials Abstract A content analysis of 814 advertisements from three major television networks was conducted to assess the representation and role portrayal of senior citizens in television advertising. While 12 percent of the current U.S. population is over 65 years of age, only seven percent of the advertisements containing people utilized elderly characters. In the majority of commercials, the elderly are not typically cast in major roles, but instead appear most often in home settings with members of other age groups present. In those advertisements where older persons are portrayed as major role advisors about a product or service, the advisor is likely to be male. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Advertising Taylor & Francis

The Portrayal of Older Americans in Television Commercials

Journal of Advertising , Volume 16 (1): 8 – Mar 1, 1987

The Portrayal of Older Americans in Television Commercials

Journal of Advertising , Volume 16 (1): 8 – Mar 1, 1987

Abstract

Abstract A content analysis of 814 advertisements from three major television networks was conducted to assess the representation and role portrayal of senior citizens in television advertising. While 12 percent of the current U.S. population is over 65 years of age, only seven percent of the advertisements containing people utilized elderly characters. In the majority of commercials, the elderly are not typically cast in major roles, but instead appear most often in home settings with members of other age groups present. In those advertisements where older persons are portrayed as major role advisors about a product or service, the advisor is likely to be male.

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References (25)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1557-7805
eISSN
0091-3367
DOI
10.1080/00913367.1987.10673060
Publisher site
See Article on Publisher Site

Abstract

Abstract A content analysis of 814 advertisements from three major television networks was conducted to assess the representation and role portrayal of senior citizens in television advertising. While 12 percent of the current U.S. population is over 65 years of age, only seven percent of the advertisements containing people utilized elderly characters. In the majority of commercials, the elderly are not typically cast in major roles, but instead appear most often in home settings with members of other age groups present. In those advertisements where older persons are portrayed as major role advisors about a product or service, the advisor is likely to be male.

Journal

Journal of AdvertisingTaylor & Francis

Published: Mar 1, 1987

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