Marginal life after 49
A preliminary study of the portrayal of older people in Canadian consumer magazine advertising
Nan Zhou and Mervin Y.T. Chen
A content analysis of the national advertisements in the December 1990 editions of the ten largest circulating Canadian consumer magazines indicated that people from age 50 on were under-represented, especially women. There were no 65 and older age group and non-white representations at all. Compared with characters of the 18-49 age range, older characters were cast in less important roles, in lower-level occupations, as tending to stay at home, and being less physically...