Stereotypes of the Elderly in Magazine Advertisements 1956–1996

Abstract

The globalization of American culture is increasing as various media target an international market. This article reports the results of a study examining trends in the stereotyping of the elderly in print advertisements appearing from 1956 to 1996 in U.S. magazines. Results show that the percentage of elderly portrayals in print ads has decreased. There has been relatively little overall stereotyping of elderly, with only 4 percent of the sample depicting negative stereotypes. Nevertheless, there has been an increasing percentage of negative stereotypes and a decreasing percentage of positive stereotypes. Results are analyzed in relationship to marketing trends and the social impact on aging.