changing/pos Representations Of Elderly

Question 1

Lee et al

Answer 1

• old people underrepresented appearing in only 15% of adverts but of those 15%, more than 90% were positive
• portray elderly as golden agers enjoying healthy, active lifestyles
• older men more visible than older women in media and older men associated with status and work whereas older women associated with family and poverty
  Eg. Advertisements for food products such as yoghurt show the whole family including the elderly enjoying it

Question 2

Biggs

Answer 2

• larger number of older people appearing in soap operas
• representation of older people as more active
  Eg. Gangsta granny and character dot from Eastenders

Question 3

Carrigan and szmigin

Answer 3

• advertisers now targeting older people as consumers because of the grey pound
• increase in positive images of ageing and positive role models for old people
  Eg. Fancy cruises and anti aging creams as well as other luxury goods