The portrayal of older people's social participation on german prime-time TV advertisements

The Journals of Gerontology. Series B, Psychological Sciences and Social Sciences
Eva-Marie KesslerCatherine E Bowen

Abstract

We investigated the portrayal of older people's social participation on TV advertisements according to a set of theoretically meaningful indicators from communication science and gerontology. We examined a representative sample of 656 prime-time advertisements broadcast for a period of 2 weeks in 2005 in Germany. Five percent of the advertisements featured at least one older character. Each of the characters in the subsample was rated according to role prominence, viewer-character distance, employment status, openness to experience, social interactions, and loneliness. This portrayal was compared with the portrayal of younger characters appearing in the same commercials and with the portrayal of younger characters in commercials without an older character according to the same indicators. 4.5% of the characters were rated 60 years or older. Older characters were disproportionately featured in major roles, depicted as employed and open to new experience. Furthermore, older characters were most often depicted within intergenerational and nonfamily contexts. Older characters were kept at a greater camera distance than younger characters in "young commercials." Although rare, when older characters did appear, they were depicted as ...Continue Reading

References

Jan 1, 1995·International Journal of Aging & Human Development·S S CanettoD M Felicio
Aug 2, 2002·Journal of Personality and Social Psychology·Becca R LevyStanislav V Kasl
Aug 29, 2002·The Journals of Gerontology. Series B, Psychological Sciences and Social Sciences·Joan S Tucker
Nov 12, 2002·The Journals of Gerontology. Series B, Psychological Sciences and Social Sciences·Aleksej BukovThomas Lampert
Sep 26, 2003·The Journals of Gerontology. Series B, Psychological Sciences and Social Sciences·Susan KemperCindy Lian

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Citations

Mar 14, 2012·The Journals of Gerontology. Series B, Psychological Sciences and Social Sciences·Eva-Marie Kessler, Clemens Schwender
Jun 28, 2016·The Journal of Social Issues·Reuben NgBecca R Levy
Jul 8, 2015·Zeitschrift für Gerontologie und Geriatrie·Theresa HoppeIlse Hartmann-Tews
Aug 6, 2015·International Journal of Aging & Human Development·Chin-Hui Chen
Sep 28, 2014·International Journal of Qualitative Studies on Health and Well-being·Sanna KoskinenHelena Leino-Kilpi
Jun 24, 2016·The Journals of Gerontology. Series B, Psychological Sciences and Social Sciences·Anna E KornadtKlaus Rothermund
Mar 20, 2019·European Journal of Ageing·Anne Cornelia KroonRens Vliegenthart
Nov 18, 2016·International Journal of Aging & Human Development·Michael PrielerShigeru Hagiwara
Aug 15, 2020·Soins. Gérontologie·Joël Belmin

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