The depiction of senior citizens in magazine advertisements: A content analysis
Journal of Business Ethics · 1992 · Volume 11 · Issue 9
Abstract
This study utilized a content analysis of magazine advertisements to measure the frequency that senior citizens were used as models in the advertisements and the extent to which they were presented in a desirable or undersirable light, relative to younger persons. A sample of consumer magazines was examined, in order to assess hypotheses related to the depiction of seniors by advertisers. The research results were analyzed and conclusions drawn which can be of potential value to marketers whose goods and services have potential appeal to older consumers.
Keywords
Economic Growth, Content Analysis, Research Result, Young Person, Senior Citizen
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