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Advertising in an ageing society

Published online by Cambridge University Press:  01 March 2000

MARYLYN CARRIGAN  and
ISABELLE SZMIGIN
MARYLYN CARRIGAN
Affiliation:
Department of Commerce, University of Birmingham, UK
ISABELLE SZMIGIN
Affiliation:
Department of Commerce, University of Birmingham, UK
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Abstract

Age discrimination is one of the last forms of discrimination yet to be tackled by legislation. Despite the call of the United Nations for older people to be treated fairly, regardless of age, many industries still overtly discriminate against them. The advertising industry is a particular offender, either ignoring older people altogether or presenting them in caricatures or negative stereotypes. The authors suggest that regulation or legislation may be required, to raise awareness of the issues surrounding age discrimination and to persuade advertisers to present images of older people which are more relevant and acceptable in today's society.

Keywords

ageismadvertisingmarketingsocial responsibility
Type
Research Article
Information
Ageing & Society , Volume 20 , Issue 2 , March 2000 , pp. 217 - 233
Copyright
© 2000 Cambridge University Press

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