Advertising in an ageing society

Marylyn Carrigan, Isabelle Szmigin

Research output: Contribution to journalArticle

47 Citations (Scopus)

Abstract

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
Volume20
Issue number2
DOIs
Publication statusPublished - Mar 2000

Keywords

  • 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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