Marginal Life after 49 : A Preliminary Study of the Portrayal of Older People in Canadian Consumer Magazine Advertising

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)343-354
Journal / PublicationInternational Journal of Advertising
Volume11
Issue number4
Publication statusPublished - 1992
Externally publishedYes

Abstract

A content analysis of the national advertisements in the December 1990 editions of the ten largest circulating Canadian consumer magazines indicated that people from age 50 on were underrepresented, especially women. There were no 65 and older age group and non-white representations at all. Compared with characters of the 18–49 age range, older characters were cast in less important roles, in lower-level occupations, as tending to stay at home, and being less physically active, reflecting negative stereotypic images in general. However, older characters were included in social and ‘transgenerational' scenes and were used in advertisements promoting a variety of products and services.