Advertising in an ageing society

Marylyn Carrigan*, Isabelle Szmigin

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

54 Citations (Scopus)


Age discrimination is one of the last forms of discrimination yet to be tackled by legislation. Despite the call of the United Nations for older people to be treated fairly, regardless of age, many industries still overtly discriminate against them. The advertising industry is a particular offender, either ignoring older people altogether or presenting them in caricatures or negative stereotypes. The authors suggest that regulation or legislation may be required, to raise awareness of the issues surrounding age discrimination and to persuade advertisers to present images of older people which are more relevant and acceptable in today's society.

Original languageEnglish
Pages (from-to)217-233
Number of pages17
JournalAgeing and Society
Issue number2
Publication statusPublished - Mar 2000


  • Advertising
  • Ageism
  • Marketing
  • Social responsibility

ASJC Scopus subject areas

  • Social Psychology
  • Health(social science)
  • Arts and Humanities (miscellaneous)
  • Geriatrics and Gerontology
  • Public Health, Environmental and Occupational Health


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