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What Is The Portrayal Of Older Adults In Advertising

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The research question described in the article uses both quantitative and qualitative analyses to look at where older adult are placed in advertising and the ways this is associated with where older adults are placed within our society. Some of the key findings in this article were that older characters, particularly older women, were underrepresented comparative to the population. Older characters are usually portrayed in a positive light when it comes to advertising – from both the image and stereotyping perspectives. The portrayal of older characters in television commercials has over time become more varied and positive. Older adults are predominantly casted in minor roles and/or background roles. But commercials that contain older adults
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