Using older women in advertising positively influences younger and older female consumers, as well as their brand attitudes and purchase intentions, according to a new study in the Journal of Advertising Research.

The findings add to growing evidence which suggest that featuring people from underrepresented groups has a positive effect on advertising and the perception of brands. 

Why it matters 

Older people, especially women, are underrepresented in advertising. A belief persists that they are less attractive and potentially less likely to embrace new products or technology. Some of these ideas are based on outdated research that advised against using...