A content analysis of the portrayal of mature individuals in television commercials

Journal of Business Ethics 16 (4):425-433 (1997)
  Copy   BIBTEX


This inquiry analyzed the extent to which television commercials used mature models, relative to younger models. It also analyzed the extent to which commercials portrayed the elderly in a favorable or an unfavorable manner. The study used content analysis to test twelve hypotheses. The authors arrived at conclusions relating to the depiction of mature individuals in television commercials and set forth various recommendations to advertisers, based on the analysis.



    Upload a copy of this work     Papers currently archived: 93,642

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles

Violent commercials in television programs for children.K. J. Shanahan, C. M. Hermans & M. R. Hyman - 2003 - Journal of Current Issues and Research in Advertising 25 (1):61--69.


Added to PP

4 (#1,013,551)

6 months
29 (#534,638)

Historical graph of downloads
How can I increase my downloads?

References found in this work

No references found.

Add more references