A Longitudinal Study of the Use of the Elderly in Magazine Advertising

1 June 1986

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 13 (1) , 131-133
https://doi.org/10.1086/209054

Abstract

Using a longitudinal content analysis, this study establishes that there is significant use of the elderly in advertisements. It also finds that the elderly are often portrayed in relatively prestigious work situations, and that older males are used much more frequently in advertisements than older females.

Keywords

ELDERLY
LONGITUDINAL STUDY
CONTENT ANALYSIS
MAGAZINE ADVERTISING
LONGITUDINAL CONTENT
ADVERTISEMENTS THAN
SIGNIFICANT USE
WORK SITUATIONS

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