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    Cultural values presented in U.S. television commercials featuring older adults

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    Zhang commercials of older adults abstract.pdf (254.5Kb)
    Issue Date
    2004
    Author
    Zhang, Yan Bing
    Agard, Alyssa
    Publisher
    Baywood Publishing Company
    Type
    Other
    Metadata
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    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.
    URI
    http://hdl.handle.net/1808/6877
    DOI
    https://doi.org/10.2190/1JM2-43TY-B7A5-UBUC
    Collections
    • Center for East Asian Studies Scholarly Works [351]
    • Communication Studies Scholarly Works [152]
    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

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    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

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