Stereotypes of Old Age: Views on the Elderly in Brazilian Advertising
Christiane Monteiro Machado,Jorge Pedro Sousa +1 more
- Vol. 10, Iss: 20, pp 69-88
TLDR
In this article, the authors identify aspects explored by advertising messages using stereotypes to portray older people and identify negative traits such as elderly people losing touch with reality, having difficulties with technology, poor social interaction, physical impairements, or old-fashioned clothing.Abstract:
Ageing, more than a demographic phenomenon (a consolidated process in Europe, still a recent one in Brazil), is a social construction influenced by the media. Advertising, which simultaneously reflects and contributes to the construction of social values, uses stereotypes as a tool for creating easily identifiable characters. This study aims at identifying aspects explored by advertising messages using stereotypes to portray older people. The sample consists of nineteen pieces selected from more than 4,500 posts on Facebook and Youtube by the ten companies with the largest advertising spending in Brazil from July 2017 to June 2018. Among the 104 pieces that feature elderly people, nineteen did use stereotypes. In twelve of them, positive stereotypes, always related to longlife accumulated experience, while seven included negative traits, such as elderly people losing touch with reality, having difficulties with technology, poor social interaction, physical impairements, or old-fashioned clothing. Negative stereotyping reflects an outdated perspective of the ageing process.read more
Citations
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Journal ArticleDOI
Anxiety About Aging in University Students Comparisons by Gender
Susana Ivonne Aguirre Vásquez,Martha Ornelas Contreras,Julio César Guedea Delgado,Gerardo Joel Arredondo Martell,Elia Verónica Benavides Pando +4 more
TL;DR: In this article, the authors compared the profiles of anxiety about aging in Mexican university students to aging and found that women showed higher levels of anxiety to the fear of loss of social support and autonomy, while men manifest higher level of anxiety as to contact with the elderly.
References
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Journal ArticleDOI
Anxiety About Aging in University Students Comparisons by Gender
Susana Ivonne Aguirre Vásquez,Martha Ornelas Contreras,Julio César Guedea Delgado,Gerardo Joel Arredondo Martell,Elia Verónica Benavides Pando +4 more
TL;DR: In this article, the authors compared the profiles of anxiety about aging in Mexican university students to aging and found that women showed higher levels of anxiety to the fear of loss of social support and autonomy, while men manifest higher level of anxiety as to contact with the elderly.
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