Abstract
Critics have charged that American advertisers have often portrayed the elderly with negative stereotypes. These negative portrayals, they suggest, not only offend elderly consumers but also contribute to ageism. This study examined whether American advertisers have indeed used a great deal of negative stereotyping of the elderly, as the critics have suggested. Employing a concept of stereotypes found in cognitive psychology, the authors examined trends in the portrayal of the elderly in television commercials produced in the United States from the 1950s through the 1990s. Results of the study do not support the contentions of the critics. Very little negative stereotyping was discovered. Analysis indicated trends in the appearance of several positive stereotypes, and differences in the stereotyping of gender groups and age segments within the elderly group. Results are interpreted from both marketing and social science perspectives.
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