Competent en veelzijdig: Representatie van ouderen in de Ster-reclame tien jaar later

Translated title of the contribution: Older adults' portrayal in Dutch television commercials

M. van Selm*, G.J. Westerhof, B. de Vos

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

5 Citations (Scopus)

Abstract

The present study replicates our study of older adults' portrayal in Dutch television commercials conducted in 1993. The central question is whether older adults are being portrayed more visibly in Dutch television commercials and whether this portrayal has become more diverse compared to ten years ago. Based on a list of descriptions of all commercials broadcasted by public television channels in 2003 (N= 4767) 117 commercials featuring older adults were selected. By means of a quantitative content analysis it was examined whether and how older men and women are portrayed. It was concluded that although older adults are not more prevalent compared to ten years ago, their portrayal is more diverse with respect to their roles and the advertised products. Older adults were portrayed as more competent and less age-stereotypical in television commercials.

Translated title of the contributionOlder adults' portrayal in Dutch television commercials
Original languageDutch
Pages (from-to)57-64
Number of pages8
JournalTijdschrift voor gerontologie en geriatrie
Volume38
Issue number2
DOIs
Publication statusPublished - May 2007
Externally publishedYes

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