Old Age Representation

Question 1

Seen as

Answer 1

A burden, grumpy and bitter or confused and ill

- sometimes infantile

Question 2

Old age is

Answer 2

Undesirable in advertising

Question 3

Lee et al

Answer 3

Noted that older adults in advertisements ( although nowhere near as prevalent as young people) are generally represented positively with a wide range of interests enjoying ‘golden age’

Question 4

Newman

Answer 4

Upper middle class elderly people ( particularly men) are often portrayed as being in leadership positions or elite occupations: presidents, judges and businessmen

Question 5

However

Answer 5

In our post modern world, media presentations are diverse

• ability to create our own media and create our own representations
• there is a digital divide - older people are less likely to have ages to digital technology