Abstract
The social roles assigned to older women by society can be understood from their media portrayals. Historical context is important in the discussion as societal changes impact everyone’s social roles. Our society is currently experiencing a fight against discrimination starting from social stereotypes. Based on extensive literature review on older women’s portrayal in different media (print, TV, radio, internet-based media, social media) worldwide, this chapter aims at depicting older women’s media images detected in TV commercials recently broadcast in Romania. The research methodology uses a mixed design which combines content analysis and discourse analysis in the same corpus containing TV commercials broadcast in Romania. The 17 television commercials where older women are portrayed foster, break or reverse the old stereotypes and create innovative images for older women, for example: older women’s main role is being a grandmother, but at the same time, they are beautiful, strong and active.
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