From sick elderly to super-grandparents. A typology of elderly representations in Romanian video advertising

The aim of this paper was to study the elderly representations in Romanian video advertising in order to identify a typology corresponding to these representations. The research method that I used was the content analysis with a dominant qualitative approach, but also including quantification elemen...

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Bibliographic Details
Published in:Journal of comparative research in anthropology and sociology 2017-12, Vol.8 (2), p.115-148
Main Author: Vulpe, Simona-Nicoleta
Format: Article
Language:English
Subjects:
Advertising
Age
Aging
commercials
Consumer goods
Consumers
Content analysis
Elderly
Femininity
Gender
Grandparents
Health services
Measurement
Older people
Print advertising
representations
Research methodology
Social construction
Social Sciences
Society
Sociology
Stereotypes
Television advertising
Typology
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Summary:The aim of this paper was to study the elderly representations in Romanian video advertising in order to identify a typology corresponding to these representations. The research method that I used was the content analysis with a dominant qualitative approach, but also including quantification elements. The commercials that I selected for my analysis promoted health products, banking and insurances and fast moving consumers’ goods (FMCG). The identified typology is composed of five types of elderly representations: Super-Grandparents, Seclusive Elderly, Sick Elderly, Funny Elderly, and High-Tech Elderly. The representation types and their stereotypical content varied depending on the type of product/service that was promoted and on the public addressed by commercials.
ISSN:2068-0317
2068-0317