How older people think about images of aging in advertising and the media

Article Abstract:

This article examines perceptions of aging based on surveys from 1973 and 2000 which found that chronological age has become less of a central indicator of the aging experience and that age is no longer as central a defining matter in who older people think they are. The authors explore how this affects marketers who are targeting "mature" audiences, their failure to consider the heterogenity of the aging population, how body image is marketed to older people in a consumer culture that is obsessed with the perfect youthful body and that exploits concerns over the changing body, and the explores distorted images of bodily aging in commercial advertisements in the mass media.

Aging, Beliefs, opinions and attitudes, Mass media, Perception, Perception (Psychology)

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Silence at the newsstands

Article Abstract:

This article discusses the prevalence among magazines to ignore the 50+ market, suggesting that the print media have render this audience as silent or invisible. The author researched 31 newsstand magazines with a view to identifying advertisments designed to appeal to older readers, finding that most continue to market to th 18 to 49 age group.

Periodicals

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The effects of changing values on the provision of long-term care

Article Abstract:

Cultural values about long-term care have moved from a "collectivist" approach early in the 20th century to an "individualist" focus by that century's end. This suggests the current system of long-term care needs to change, giving consumers and the caregivers they choose greater freedom to use long-term care resources as they wish.

Social aspects, Long term care, Values, Values (Philosophy)

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