The usage and portrayal of older models in contemporary consumer advertising

Carrigan, M. and Szmigin, I (1998). The usage and portrayal of older models in contemporary consumer advertising. Journal of Marketing Practice: Applied Marketing Science, 4(8) pp. 231–248.

DOI: https://doi.org/10.1108/EUM0000000004544

Abstract

Studies UK advertisements to discover how older models (over 50) are portrayed, given that the country has an ageing population. Examines the demographics of this group, followed by an extensive review of the literature, before investigating newspaper and magazine advertisements. Finds that older models, particularly women, are significantly under-represented in advertising, despite the fact that this age group is affluent, growing and attractive and wonders whether advertisers are out of touch with the market. Concedes that advertisers who do use older models depict this age group in a positive light, although there is a tendency to use these models to advertise products associated with ageing.

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