Portrayal of the Elderly in Prescription Drug Advertising: A Pilot Study
- 1 August 1976
- journal article
- research article
- Published by Oxford University Press (OUP) in The Gerontologist
- Vol. 16 (4) , 329-334
- https://doi.org/10.1093/geront/16.4.329
Abstract
Content analysis was used to determine the portrayal of elderly and nonelderly models in advertisements for prescription drugs in two medical journals. While both types of patients were portrayed in a majority of ads in a negative way, the negative portrayal of the elderly tended to reinforce stereotypes of the elderly. Research is essential to determine the extent of the effects, if any, of these commercial messages on physicians' views of the elderly.Keywords
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