Ageism And Mass Media

Question 1

What does advertising reinforce?

Answer 1

View that the appearance of youth is central to looking good

Question 2

What does products do advertisements promote?

Answer 2

Anti aging cream - hair dyes - cosmetic surgery

Question 3

Sontag

Answer 3

Double standard on ageing

• women required to look youthful
• men are not

Question 4

Example of ageism in media

Answer 4

Moira Stuart was ‘retired’ by corporation at 58 whilst male counterpart David Dimbley was allowed to carry on beyond retirement age

Question 5

Advertising targeting seniors

Answer 5

Presented as ‘super seniors’ to make the target audience want to buy the product