A Review of the Depiction of Senior Citizen Instrumental and Congenial Behavior in Television Commercials

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Abstract
This paper examines how portrayal of mature consumers' behaviors in advertising may affect reactions to tourism services and personal self-image. An empirical study reports on the portrayal of older persons as engaged in congenial and instrumental behavior in television commercials, compared to younger persons. The inquiry indicated that seniors were more often portrayed in congenial roles than those in other age groupings. Evidence was produced linking congenial portrayal of television models to depiction in an unfavorable/favorable light. The research suggests that advertisers should consider how behavioral scripting in advertisements affects older consumers' identification with the role models portrayed in the advertisements, and how such issues affect the hospitality and tourism marketing.

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