Portraying Older People in Advertising

Older individuals currently represent 13% of the total population of the United States, and with their strong economic base, growth potential, and longer life expectancy, targeting them would seem ideal for advertisers. However, there is little evidence that this type of marketing exists. This study explores the level to which older Americans are targeted, represented, and portrayed in media advertising.To better understand the portrayal of older individuals in targeted and non-targeted advertisements, this research uses a content analysis of advertisements on television and in magazine and newspapers. The results indicate that the older population was underrepresented in advertisements and that there were fewer older females than older males. The number of advertisements targeting the older market was greater than their actual population number, and the majority of products targeted toward the older market werehealth related. The study also found that when older individuals were used in advertisements, they normally had limited roles and were usually portrayed in a stereotypical manner. When the older market was the target, the portrayal of the older characters was generally positive. However, when the younger market was the target, the older characters received minor roles and were portrayed as a stereotype.