Presentation of age(ing) and elderly people in TV commercials

Abstract

From the results of different studies it is known that stereotyped images about ageing and elderly people frame and influence the attitudes, beliefs and activities of elderly people and also influence the interaction of others with elderly people. The purpose of this study was to assess the currently portrayed images of elderly people, age and ageing in television (TV) advertisements. The study was based on a qualitative and quantitative content analysis of commercials presented on four major TV networks, two private and two public TV broadcasting networks in Germany. The sample covered 114 different commercials which included 131 elderly actors (approximately 50 + years). The results show that the products most often portrayed in commercials with elderly people are related to food, followed by prescription drugs and health, insurance and hygiene products. Elderly people are still underrepresented in TV commercials. Their characters are portrayed with overwhelmingly positive attributes and traits. The findings suggest that TV advertisements create an ideal image of active and healthy ageing. Further research might explore to what extent elderly people take this ideal image of ageing as their own interpretive frame of orientation.