Advertising and the elderly: Do magazine ads continue to reinforce ageism?

The purpose of this study was to assess how the younger population views the elderly in magazine ads, as well as how mature adults view themselves through media depiction when they see elderly characters in print ads. A convenience sample of one-hundred university students and forty-eight retired teachers from the Nevada Chapter of Retired Teachers answered a questionnaire including: negative, neutral, or positive depictions of seniors in ads; whether or not seniors are portrayed accurately, and the frequency of senior minorities in magazine ads. Results suggest that a majority of the respondents agree that seniors are portrayed inaccurately in magazine ads. These inaccuracies also include an underrepresentation of minority seniors in magazine advertising.

Name thesis:degree_name

Master of Arts (MA)

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Communication Studies

Grantor dc:publisher

University of Nevada, Las Vegas

Year

1999

Author dc:creator

• Aimetti, Jaymes Antonio

Contributors dc:contributor

• Lawrence Mullen

Statement dc:rights

• IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

Language dc:language

English

Identifier

https://oasis.library.unlv.edu/rtds/1104

OAI identifier oai:identifier

oai:oasis.library.unlv.edu:rtds-2103