The depiction of senior citizens in magazine advertisements: A content analysis

This study utilized a content analysis of magazine advertisements to measure the frequency that senior citizens were used as models in the advertisements and the extent to which they were presented in a desirable or undersirable light, relative to younger persons. A sample of consumer magazines was examined, in order to assess hypotheses related to the depiction of seniors by advertisers. The research results were analyzed and conclusions drawn which can be of potential value to marketers whose goods and services have potential appeal to older consumers.Robin T. Peterson is Sunwest Financial Services Distinguished Professor at New Mexico State University. He received a B.S. and M.S. and a Ph.D. He has published a number of articles and books on business administration.