Loading...
Cultural values presented in U.S. television commercials featuring older adults
Zhang, Yan Bing Agard, Alyssa
Zhang, Yan Bing
Agard, Alyssa
Citations
Altmetric:
Abstract
This study examined commercials (N = 341) featuring older adult(s) shown on four U.S. TV networks (i.e., ABC, CBS, NBC, and FOX) to uncover the dominant value themes. Seven value themes (Cheng & Schweitzer, 1996; Mueller, 1992; Pollay, 1983) were identified as applicable in the current sample. This study found that the most frequent value themes that emerged in these commercials were health, utilitarian values, and economy, followed by less frequent themes such as enjoyment/pleasure and family. Technology and success appeared least frequently. Results are compared with conceptualizations in previous research and discussed in the context of aging and television advertising.
Description
Permissions were not obtained for sharing the full text of this article.
Date
2004
Journal Title
Journal ISSN
Volume Title
Publisher
Baywood Publishing Company
Research Projects
Organizational Units
Journal Issue
Keywords
Aging, U.S. Television Commercials, Older Adults, Values
Citation
Zhang, Y. B., & Agard, A. (2004). Cultural values presented in U.S. television commercials featuring older adults. Hallym International Journal of Aging, 6, 167-183. http://dx.doi.org/10.2190/1JM2-43TY-B7A5-UBUC