The Representation of Older People In Commercials

Abstract

The media has a crucial role in the formation of perceptions toward older individuals and the development of various stereotypes. This research aims to identify and analyze older individuals’ representations in the media through commercials. The study population of the research is composed of commercials with older individuals’ representations by Saatchi & Saatchi agency which has carried out advertising campaigns for different cultures in more than 67 countries around the world. This study uses the homogenous sampling technique for the purposive sampling method. The study sample consists of commercials with older individuals’ representations broadcasted in five countries between 2015 and 2020 by Saatchi & Saatchi agency. The commercials are analyzed by the semiotic analysis method over Roland Barthes' concepts of denotation and connotation to comprehend the process of creating meaning. The study shows that commercials include negative and positive representations of older individuals. In the commercial with positive representations of older individuals, there is an attitude to break down the stereotype of the negative older individuals’ representation to oppose it. However, in most commercials, the negative stereotype of older individuals is reinforced.