The invisible majority? Older models in UK television advertising

Peter Simcock and Lynn Sudbury

This paper presents the results of the first content analysis of the inclusion and portrayal of older models (50+) in UK prime-time television advertising.

The Invisible Majority? Older Models in UK Television Advertising

Peter Simcock and Lynn SudburyLiverpool John Moores University

INTRODUCTION: THE OLDER CONSUMER MARKET

The rapidly ageing population of the industrialised world is well documented, and projections suggest that by 2030 the over-65s will comprise 25% of the total populations in some 30 different countries in the developed world (Cateora & Graham 2005). Demographic trends in the United Kingdom show that the number of people over the age of 50 (at 19.82 million, almost one-third of the entire population) is rising, while the proportion of 16–34-year-olds, who currently number...

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