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Gepubliceerd in: Tijdschrift voor Gerontologie en Geriatrie 2/2007

01-04-2007 | Artikelen

Competent en veelzijdig

Representatie van ouderen in de Ster-reclame tien jaar later

Auteurs: M. van Selm, G. J. Westerhof, B. de Vos

Gepubliceerd in: Tijdschrift voor Gerontologie en Geriatrie | Uitgave 2/2007

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Abstract

Older adults’ portrayal in Dutch television commercials The present study replicates our study of older adults’ portrayal in Dutch television commercials conducted in 1993. The central question is whether older adults are being portrayed more visibly in Dutch television commercials and whether this portrayal has become more diverse compared to ten years ago. Based on a list of descriptions of all commercials broadcasted by public television channels in 2003 (N= 4767) 117 commercials featuring older adults were selected. By means of a quantitative content analysis it was examined whether and how older men and women are portrayed. It was concluded that although older adults are not more prevalent compared to ten years ago, their portrayal is more diverse with respect to their roles and the advertised products. Older adults were portrayed as more competent and less age-stereotypical in television commercials.
Tijdschr Gerontol Geriatr 2007; 38:.57-64
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Metagegevens
Titel
Competent en veelzijdig
Representatie van ouderen in de Ster-reclame tien jaar later
Auteurs
M. van Selm
G. J. Westerhof
B. de Vos
Publicatiedatum
01-04-2007
Uitgeverij
Bohn Stafleu van Loghum
Gepubliceerd in
Tijdschrift voor Gerontologie en Geriatrie / Uitgave 2/2007
Print ISSN: 0167-9228
Elektronisch ISSN: 1875-6832
DOI
https://doi.org/10.1007/BF03074828

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