The portrayal of older adults in advertising: A cross-national review

Yan Bing Zhang, James T Harwood, Angie Williams, Virpi Ylänne-Mcewen, Paul Mark Wadleigh, Caja Thimm

Research output: Contribution to journalArticle

52 Citations (Scopus)

Abstract

From a multinational perspective, this article 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 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 aging; an overview of research conducted in the United States, Great Britain, Germany, China, and India; and a final critique.

Original languageEnglish (US)
Pages (from-to)264-282
Number of pages19
JournalJournal of Language and Social Psychology
Volume25
Issue number3
DOIs
StatePublished - Sep 2006

Fingerprint

Research
Internationality
Germany
India
China
Portrayal
United Kingdom
Society
Research Program
Older People

Keywords

  • Advertising
  • China
  • Germany
  • Images of aging
  • India
  • Stereotypes of older adults
  • United Kingdom
  • United States

ASJC Scopus subject areas

  • Linguistics and Language
  • Psychology(all)
  • Social Psychology

Cite this

The portrayal of older adults in advertising : A cross-national review. / Zhang, Yan Bing; Harwood, James T; Williams, Angie; Ylänne-Mcewen, Virpi; Wadleigh, Paul Mark; Thimm, Caja.

In: Journal of Language and Social Psychology, Vol. 25, No. 3, 09.2006, p. 264-282.

Research output: Contribution to journalArticle

Zhang, Yan Bing ; Harwood, James T ; Williams, Angie ; Ylänne-Mcewen, Virpi ; Wadleigh, Paul Mark ; Thimm, Caja. / The portrayal of older adults in advertising : A cross-national review. In: Journal of Language and Social Psychology. 2006 ; Vol. 25, No. 3. pp. 264-282.
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