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Research report

Underrepresented, positively portrayed: Older adults in television commercials

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Pages 39-56 | Published online: 21 May 2009

Keep up to date with the latest research on this topic with citation updates for this article.

Read on this site (21)

Susan L. Kline, Elizabeth B. Jones, Katey A. Price & Xiaodan Hu. (2023) Older Adult Representations, Stereotypes, and Interpersonal Competence in Christmas Television. Mass Communication and Society 0:0, pages 1-23.
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Shuang Wu, Nina Krey & Ryan E. Cruz. (2022) Improving Representation Over Time? Assessing Intersectional (In)Visibility of Masculinity and Race/Ethnicity in Print Ads. Journal of Current Issues & Research in Advertising 43:4, pages 400-420.
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Hong Ji & Anne Cooper. (2022) “Distorted mirror”? 20 years of elders’ images in Time magazine advertising. Atlantic Journal of Communication 0:0, pages 1-16.
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Benjamin Rosenthal, Flavia Cardoso & Carla Abdalla. (2021) (Mis)Representations of older consumers in advertising: stigma and inadequacy in ageing societies. Journal of Marketing Management 37:5-6, pages 569-593.
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Quinten S. Bernhold. (2021) The Role of Media in Predicting Older Adults’ Own Age-Related Communication and Successful Aging. Mass Communication and Society 24:1, pages 1-30.
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Hye Jin Yoon & Yeo Jung Kim. (2016) Understanding Green Advertising Attitude and Behavioral Intention: An Application of the Health Belief Model. Journal of Promotion Management 22:1, pages 49-70.
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Ahir Gopaldas & Glenna DeRoy. (2015) An intersectional approach to diversity research. Consumption Markets & Culture 18:4, pages 333-364.
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LeoW. Jeffres, DavidJ. Atkin, Jae-Won Lee & Kimberly Neuendorf. (2011) Media Influences on Public Perceptions of Ethnic Groups, Generations, and Individuals. Howard Journal of Communications 22:1, pages 101-121.
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JuliaK. Woolley, AnthonyM. Limperos & Mary Beth Oliver. (2010) The 2008 Presidential Election, 2.0: A Content Analysis of User-Generated Political Facebook Groups. Mass Communication and Society 13:5, pages 631-652.
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Tom Robinson, Mark Callister & Dawn Magoffin. (2009) Older Characters in Teen Movies from 1980–2006. Educational Gerontology 35:8, pages 687-711.
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Priya Raman, Jake Harwood, Deborah Weis, JudithL. Anderson & Grace Miller. (2008) Portrayals of Older Adults in U.S. and Indian Magazine Advertisements: A Cross-Cultural Comparison. Howard Journal of Communications 19:3, pages 221-240.
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MarkP. Orbe & BrendaJ. Allen. (2008) “Race Matters” in the Journal of Applied Communication Research . Howard Journal of Communications 19:3, pages 201-220.
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Susannah R. Stern & Dana E. Mastro. (2004) Gender Portrayals Across the Life Span: A Content Analytic Look at Broadcast Commercials. Mass Communication and Society 7:2, pages 215-236.
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Harriet L. Cohen. (2002) DEVELOPING MEDIA LITERACY SKILLS TO CHALLENGE TELEVISION'S PORTRAYAL OF OLDER WOMEN. Educational Gerontology 28:7, pages 599-620.
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Jake Harwood & Karen Anderson. (2002) The presence and portrayal of social groups on prime‐time television. Communication Reports 15:2, pages 81-97.
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Articles from other publishers (52)

Stephen Beasley & Virpi Timonen. (2023) Representations of older people in Irish public broadcaster's online news coverage during the early stages of the coronavirus pandemic. Irish Journal of Sociology 31:3, pages 305-323.
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Hasan Cem Çelik. (2023) Representations of older people in Turkish prime-time TV series and Netflix original Turkish series: A comparative content analysis. Journal of Aging Studies 66, pages 101158.
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Janina Myrczik, Clemens Schwender, Annette Franke & Eva-Marie Kessler. (2023) The faceless and vulnerable other – the visual portrayal of older people on German online news sites within the context of the COVID-19 pandemic. Ageing and Society, pages 1-25.
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Wenqian Xu. (2020) (Non-)Stereotypical representations of older people in Swedish authority-managed social media. Ageing and Society 42:3, pages 719-740.
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Robin Reul, Alexander Dhoest, Steve Paulussen & Koen Panis. (2022) The vulnerable old-old versus the dynamic young-old: recurring types in the representation of older people on television . Ageing and Society, pages 1-17.
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Markus Appel & Silvana Weber. (2017) Do Mass Mediated Stereotypes Harm Members of Negatively Stereotyped Groups? A Meta-Analytical Review on Media-Generated Stereotype Threat and Stereotype Lift. Communication Research 48:2, pages 151-179.
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Ming-Hong Wang & Shuo-Fang Liu. 2020. Cross-Cultural Design. User Experience of Products, Services, and Intelligent Environments. Cross-Cultural Design. User Experience of Products, Services, and Intelligent Environments 200 211 .
Federica Fornaciari & Laine Goldman. (2019) The silver generation and beauty: Does American culture provide models for positive ageing?. Critical Studies in Fashion & Beauty 10:2, pages 191-219.
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Michael Prieler, Alex Ivanov & Shigeru Hagiwara. (2016) The Representation of Older People in East Asian Television Advertisements. The International Journal of Aging and Human Development 85:1, pages 67-89.
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Norbert Meiners, Elmar Reucher & George W. Leeson. (2017) Age discriminating advertising in Germany: is this an issue? Basic statistical analysis of complaints to the »deutsche werberat«. Optimum. Studia Ekonomiczne:2(86), pages 11-27.
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David Allan & Stephanie A. Tryce. (2016) Popular music in Super Bowl commercials 2005-2014. International Journal of Sports Marketing and Sponsorship 17:4, pages 333-348.
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Rachel E. Silverman & Emily D. Ryalls. (2016) “Everything Is Different the Second Time Around”. Television & New Media 17:6, pages 520-533.
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Theresa Hoppe, Ulrike Tischer, Christine Philippsen & Ilse Hartmann-Tews. (2015) Inszenierung von Alter(n) und älteren Menschen in TV-WerbespotsPresentation of age(ing) and elderly people in TV commercials. Zeitschrift für Gerontologie und Geriatrie 49:4, pages 317-326.
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MICHAEL PRIELER, FLORIAN KOHLBACHER, SHIGERU HAGIWARA & AKIE ARIMA. (2014) The representation of older people in television advertisements and social change: the case of Japan. Ageing and Society 35:4, pages 865-887.
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Martine van Selm & Beatrice I.J.M. Van der Heijden. (2014) Media portrayals of older employees: a success story?. Journal of Organizational Change Management 27:4, pages 583-597.
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Christopher M. Duerringer. (2013) Winking and Giggling at Creeping Death: Thanatophobia and the Rhetoric of Save the Ta-Tas . Journal of Communication Inquiry 37:4, pages 344-363.
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GERBEN J. WESTERHOF, KAROLIEN HARINK, MARTINE VAN SELM, MADELIJN STRICK & RICK VAN BAAREN. (2010) Filling a missing link: the influence of portrayals of older characters in television commercials on the memory performance of older adults. Ageing and Society 30:5, pages 897-912.
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