Stereotypes of the Elderly in US Television Commercials from the 1950s to the 1990s

Juliann Mazacheck, Teresita S. Leyell and Darryl W. Miller

This article reports on a study that examined whether American advertisers have used negative stereotyping of the elderly, which critics claim contributes to a climate of ageism.

Stereotypes of the Elderly in US Television Commercials From the 1950s to the 1990s

Darryl W. Miller, Ph.D.University of Wisconsin, River FallsTeresita S. Leyell, Ph.D.Washburn University andJuliann Mazachek, Ph.D.Washburn University

Critics have charged that American advertisers have often portrayed the elderly through negative stereotypes. These negative portrayals, they suggest, not only offend elderly consumers but also contribute to ageism. This study examined whether American advertisers have indeed used a great deal of negative stereotyping of the elderly as the critics have suggested. Employing a concept of stereotypes found in cognitive psychology, the authors examined...

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