... the stereotypes are not true and that in real life young people do not imagine everyone over 50 to be like the people portrayed in these sitcoms. But, when it comes to advertising, we see creative work from mainstream ad agencies resorting to stereotypical silver-haired models from central casting or featuring...

...Marylyn Carrigan; Isabelle Szmigin Older consumers have grown in number and affluence in the UK, but past research evidence suggests that they are less likely to be portrayed in advertisements than younger people. The wisdom of this approach has been questioned, particularly where depictions...

... advertisers to make substantial use of older people as models in order to present relevant and attractive appeals to this segment of the market. However, research in North America has found a significant under‐representation of older models in advertising. Assesses the extent to which 50+ adults are used...

...Victoria A. Seitz; Djoko Handojo Advertising for three self‐image projective products (perfumes, cosmetics and women′s apparel) were content‐analysed in UK, German and US editions of Vogue. The purpose of the study was to determine the relationship between market similarity and advertising...