The representation of older people in advertisements: ageism in advertising

Carrigan, Marylyn and Szmigin, Isabelle (1999). The representation of older people in advertisements: ageism in advertising. International Journal of Market Research, 41(3) pp. 311–326.

DOI: https://doi.org/10.1177/147078539904100306

Abstract

This paper discusses the criticism that has been targeted at the advertising industry about its hesitancy to use older models in advertising. It reports research on this issue in the context of current advertising in print media, using content analysis of British advertisements in inappropriate journals. The paper includes general discussion about ageism in advertising and its social implications.

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