Abstract
Portrayals of older adults in advertisements in Modern Maturity were analyzed to identify any pattern of stereotyping based on age and gender. Content analysis was conducted of full‐page advertisements depicting people in issues from December 1987 to November 1991. Of the 342 people depicted in 174 advertisements selected for analysis, 145 (42%) appeared to be older adults. Only 4% of the people in the advertisements were minorities. Significantly more older adults in the advertisements were male than female.
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