The Portrayal of Older Adults in Advertising: A Cross-National Review
Issue Date
2006-09Author
Zhang, Yan Bing
Harwood, Jake
Williams, Angie
Ylänne-McEwen, Virpi
Wadleigh, Paul Mark
Publisher
SAGE publications
Type
Article
Article Version
Scholarly/refereed, author accepted manuscript
Metadata
Show full item recordAbstract
From a multi-national perspective, this chapter provides an overview of a number of research programs examining portrayals of older adults in advertising. The research described includes both quantitative and qualitative analyses of the place of older people in advertising, and the ways in which this is associated with older adults' place in society. This article is organized around three central themes: an overview of the major theoretical perspectives surrounding advertising and ageing, an overview of research conducted in the United States, Great Britain, Germany, China and India, and a final critique.
Description
Author Final Draft doi:10.1177/0261927X06289479
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Citation
Zhang, Y.B., Harwood, J., Williams, A., Ylänne-McEwen, V., Wadleigh, P. M., & Thimm, C. (2006). The Portrayal of Older Adults in Advertising: A Cross-National Review. Journal of Language and Social Psychology, 25, 264-282. http://dx.doi.org/10.1177/0261927X06289479
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