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Journal of Language and Social Psychology, Vol. 25, No. 3, 264-282 (2006)
DOI: 10.1177/0261927X06289479

The Portrayal of Older Adults in Advertising

A Cross-National Review

Yan Bing Zhang

University of Kansas, Lawrence, ybzhang{at}ku.edu

Jake Harwood

University of Arizona, Tucson

Angie Williams

Cardiff University, United Kingdom

Virpi Ylänne-McEwen

Cardiff University, United Kingdom

Paul Mark Wadleigh

Cardiff University, United Kingdom

Caja Thimm

University of Bonn, Germany

From a multinational perspective, this article provides an overview of a number of research programs examining portrayals of older adults in advertising. The research described includes both quantitative and qualitative analyses of the place of older people in advertising and the ways this is associated with older adults’ place in society. This article is organized around three central themes: an overview of the major theoretical perspectives surrounding advertising and aging; an overview of research conducted in the United States, Great Britain, Germany, China, and India; and a final critique.

Key Words: images of aging • stereotypes of older adults • advertising • United States • United Kingdom • Germany • China • India


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