TY - JOUR
T1 - How older persons are portrayed in television advertising
T2 - Implications for educators
AU - Hiemstra, Roger
AU - Goodman, Maureen
AU - Middlemiss, Mary Ann
AU - Vosco, Richard
AU - Ziegler, Nancy
PY - 1983
Y1 - 1983
N2 - This article describes an examination of recent television ads, primarily in respect to the treatment of older persons. The purpose was to analyze the ads to determine if older people and images of aging are portrayed in negative or stereotypical ways. A total of 136 commercials were selected for content analyses. The sample of older persons and people of other age groups were viewed and coded by a minimum of two judges. The most significant finding was the absence of the elderly in television commercials. Only 11 of 358 human characters were judged to be 60 or older, only 41 were 50 or older. Of the 130 human characters judged to be central figures, only 6 were thought to be 60 or older. This article provides several implications for educators. They center around the notion that the educator must become assertive in helping both the older person and the Madison Avenue executive take steps to portray the older person more positively and realistically.
AB - This article describes an examination of recent television ads, primarily in respect to the treatment of older persons. The purpose was to analyze the ads to determine if older people and images of aging are portrayed in negative or stereotypical ways. A total of 136 commercials were selected for content analyses. The sample of older persons and people of other age groups were viewed and coded by a minimum of two judges. The most significant finding was the absence of the elderly in television commercials. Only 11 of 358 human characters were judged to be 60 or older, only 41 were 50 or older. Of the 130 human characters judged to be central figures, only 6 were thought to be 60 or older. This article provides several implications for educators. They center around the notion that the educator must become assertive in helping both the older person and the Madison Avenue executive take steps to portray the older person more positively and realistically.
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U2 - 10.1080/0380127830090202
DO - 10.1080/0380127830090202
M3 - Article
AN - SCOPUS:0021076353
SN - 0360-1277
VL - 9
SP - 111
EP - 122
JO - Educational Gerontology
JF - Educational Gerontology
IS - 2-3
ER -