ABSTRACT
This study on images of elderly (over 55 years old) in Dutch commercials involved a content-analysis of 1003 commercials. Older adults were shown in only 28 commercials. Elderly persons, and especially older women, appeared to be highly underrepresented. Only a few commercials (i.e., health support products) are directed at older adults as a target-group. Elderly persons are mostly represented in roles that create a pleasant atmosphere, such as grandparent or a retired enjoyer of life. Besides, aging is used as a metaphor for quality and tradition. For men, aging involves authority and life-experience. Apart from these positive links with old age, commercials were found that present the elderly as physically weak or incompetent. A considerable amount of commercials were humoristic. The authors interpret the results as characteristic of a predominantly negative portrayal of the elderly.
