ISSN:
1573-0697
Source:
Springer Online Journal Archives 1860-2000
Topics:
Philosophy
,
Economics
Notes:
Abstract This inquiry analyzed the extent to which television commercials used mature models, relative to younger models. It also analyzed the extent to which commercials portrayed the elderly in a favorable or an unfavorable manner. The study used content analysis to test twelve hypotheses. The authors arrived at conclusions relating to the depiction of mature individuals in television commercials and set forth various recommendations to advertisers, based on the analysis.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1023/A:1017901125869
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