Award Date

1-1-1999

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication Studies

First Committee Member

Lawrence Mullen

Number of Pages

44

Abstract

The purpose of this study was to assess how the younger population views the elderly in magazine ads, as well as how mature adults view themselves through media depiction when they see elderly characters in print ads. A convenience sample of one-hundred university students and forty-eight retired teachers from the Nevada Chapter of Retired Teachers answered a questionnaire including: negative, neutral, or positive depictions of seniors in ads; whether or not seniors are portrayed accurately, and the frequency of senior minorities in magazine ads. Results suggest that a majority of the respondents agree that seniors are portrayed inaccurately in magazine ads. These inaccuracies also include an underrepresentation of minority seniors in magazine advertising.

Keywords

Ads; Advertising; Ageism; Continue; Elderly; Magazine; Reinforce

Controlled Subject

Mass media; Marketing; Gerontology

File Format

pdf

File Size

1454.08 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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