THE PORTRAYAL OF OLDER AMERICANS IN TELEVISION COMMERCIALS.

Autor:	Swayne, Linda E., Greco, Alan J.
Předmět:	OLDER people in advertising TELEVISION advertising CONTENT analysis ADVERTISING EMPLOYMENT of older people TELEVISION & older people OLDER people on television MASS media & older people SUBLIMINAL advertising
Zdroj:	Journal of Advertising; 1987, Vol. 16 Issue 1, p47-54, 8p
Abstrakt:	A content analysis of 814 advertisements from three major television networks was conducted to assess the representation and role portrayal of senior citizens in television advertising. While 12 percent of the current U.S. population is over 65 years of age, only seven percent of the advertisements containing people utilized elderly characters. In the majority of commercials, the elderly are not typically cast in major roles, but instead appear most often in home settings with members of other age groups present. In those advertisements where older persons are portrayed as major role advisors about a product or service, the advisor is likely to be male. [ABSTRACT FROM AUTHOR]
Databáze:	Complementary Index
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