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...