Marginal life after 49: a preliminary study of the portrayal of older people in Canadian consumer magazine advertising

Article Abstract:

Only 5.1% of characters appearing in the Dec 1990 editions of the top ten Canadian consumer magazines were judged to be 50 years of age or older with not one judged 65 or older. Compared with younger characters appearing in magazine advertising, older characters were portrayed in less important roles as lower-level employees who preferred to stay home and lacked physical activity. This indicates that Canadian advertisers are still more preoccupied with the younger market than with the older market. In addition to this disparity in age group, women were also found to be under-represented.

Middle aged persons, Canada, Portrayals, Magazine advertising, Canadian advertising

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Canadian matchmaker advertisements: the more things change, the more they remain the same

Article Abstract:

Content-analysis of heterosexual personal advertisements that appeared in a Canadian daily newspaper reveals that emotional attractiveness was the most cited desirable attribute in self-descriptions and as descriptions of likely partners. This supports the 'mating gradient' hypothesis which holds that older and more occupationally secure men and younger and less established women are attracted to each other.

Research, Personals

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Advertiser risk-orientation & the opinions & practices of advertising managers

Article Abstract:

The impact of risk on decision making in company advertising is difficult to measure. Theory holds that firms will take more risk when their advertising is not hitting their target, and less risk when their products are already doing well. The perceived primary functions of advertising, the links between advertising and sales and the view of advertising as a cost or an investment by firms are examined.

Risk management, Advertising research

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