Traditional/neg Representations Of The Elderly

Question 1

Landis

Answer 1

• elderly depicted as one dimensional
• described as having wisdom or grumpy old man
  Eg. Dumbledore from Harry Potter or Abe Simpson

Question 2

Cuddy and fiske

Answer 2

• in US tv programmes, only 1.5% of their characters as elderly
• play minor roles and used as a form of comedy
  Eg. Abe Simpson portrayed as forgetful, physically inactive and not in control of mental state

Question 3

Carrigan and szmigin

Answer 3

• whilst older consumers have grown in number and affluence in the uk, research evidence suggests that they are less likely to be portrayed in advertisements than younger people
• depictions of older people feature negative images such as them being smelly and incontinent
  Eg. Wonga- British payday loan firm, use exaggerated images and depictions of elderly reinforcing negative stereotype