Description of older adults as depicted in magazine advertisements

Negative attitudes about aging have been widespread and films, television, radio, and print media may serve as an important source of socialization or reflect the current views of older adults. This study focused on examinati on of the frequency of depictions of older men and women in 765 advertiseme nts appearing in Time and Newsweek national weekly news magazines, and on a n analysis of their roles suggested in photographs depicting a total of 2,5 05 persons. These were collected over a one-year period and coded by three persons. Analysis indicated that older adults, especially older women, were not only presented infrequently but, when presented roles, were often pass ive or dependent as is consistent with social stereotypes.