The Portrayal of Older Adults in Indian and U.S. Magazine Advertisements
نویسندگان
چکیده
This paper reports a content analysis of print advertisements from ve popular magazines in the United States and ve in India. Advertisements featuring older adults were examined to describe the nature of the portrayals. Older adults were shown to be presented in a relatively positive light in both cultures, that is, well groomed, active, healthy, and happy. However, older women were underrepresented in both cultures as compared with older men. Cultural dierences were found in terms of the products with which older adult characters were associated, the types of magazines in which they were featured, and the physical and social settings in which they were shown. The results of the study are discussed in terms of theoretical and applied issues and suggestions for future research are provided.
منابع مشابه
Portrayals of Older Adults in U.S. and Indian Magazine Advertisements: A Cross-Cultural Comparison
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