Abstract
This study on images of elderly (over 55 years old) in Dutch commercials involved a content-analysis of 1003 commercials. Older adults were shown in only 28 commercials. Elderly persons, and especially older women, appeared to be highly underrepresented. Only a few commercials (i.e., health support products) are directed at older adults as a target-group. Elderly persons are mostly represented in roles that create a pleasant atmosphere, such as grandparent or a retired enjoyer of life. Besides, aging is used as a metaphor for quality and tradition. For men, aging involves authority and life-experience. Apart from these positive links with old age, commercials were found that present the elderly as physically weak or incompetent. A considerable amount of commercials were humoristic. The authors interpret the results as characteristic of a predominantly negative portrayal of the elderly.
| Translated title of the contribution | Images of the elderly in Dutch tv-commercials |
|---|---|
| Original language | Dutch |
| Pages (from-to) | 237-242 |
| Number of pages | 6 |
| Journal | Tijdschrift voor gerontologie en geriatrie |
| Volume | 27 |
| Issue number | 6 |
| Publication status | Published - 1996 |
| Externally published | Yes |
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