Description of Older Adults as Depicted in Magazine Advertisements

Negative attitudes about aging have been widespread and films, television, radio, and print media may serve as an important source of socialization or reflect the current views of older adults. This study focused on examination of the frequency of depictions of older men and women in 765 advertisements appearing in Time and Newsweek national weekly news magazines, and on an analysis of their roles suggested in photographs depicting a total of 2,505 persons. These were collected over a one-year period and coded by three persons. Analysis indicated that older adults, especially older women, were not only presented infrequently but, when presented roles, were often passive or dependent as is consistent with social stereotypes.