Cultural values presented in U.S. television commercials featuring older adults
Issue Date
2004Author
Zhang, Yan Bing
Agard, Alyssa
Publisher
Baywood Publishing Company
Type
Other
Metadata
Show full item recordAbstract
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.
Collections
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
Items in KU ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
We want to hear from you! Please share your stories about how Open Access to this item benefits YOU.