DESCRIPTION OF OLDER ADULTS AS DEPICTED IN MAGAZINE ADVERTISEMENTS

Jasmin Tahmaseb McConatha · Frauke Schnell

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Aging and Gerontology Research Social and Intergroup Psychology Media, Gender, and Advertising

Abstract

Negative attitudes about aging have been widespread and films, television, radio, and print media may serve as an important source of socialization or reflect the current views of older adults. This study focused on examination of the frequency of depictions of older men and women in 765 advertisements appearing in Time and Newsweek national weekly news magazines, and on an analysis of their roles suggested in photographs depicting a total of 2,505 persons. These were collected over a one-year period and coded by three persons. Analysis indicated that older adults, especially older women, were not only presented infrequently but, when presented roles, were often passive or dependent as is consistent with social stereotypes.

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2014Handbook of Social Cognition 1988The portrayal of men and women in U.S. television commercials: A recent content analysis and trends over 15 years 1995Understanding Ageism: Lessons From Feminism and Postmodernism 1993PORTRAYAL OF THE ELDERLY IN THE MEDIA: A LITERATURE REVIEW AND IMPLICATIONS FOR EDUCATIONAL GERONTOLOGISTS 1995Typical and Optimal Aging in Women and Men: Is There a Double Standard?

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