The 50 and Older Characters in the Advertisements of Modern Maturity: Growing Older, Getting Better?

Abstract

Advertisements in Modern Maturity for more than 30 years (1959-1991) were analyzed for how they depicted the 50 and older characters. The characters were portrayed as capable, important, healthy, and socially active. Over time, both gender ratios and age group (50 to 64 vs. 65 and older) ratios became close to even. On the negative side, there were few non-White characters. This points to an unrealistic reflection of the racial composition of the American population. If Modern Maturity wishes to continue to be the most influential advocacy magazine for older Americans, it must make an effort to attract advertisements that use older, non-White characters.