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| Author: | Simcock, P. Sudbury, L. |
| Title: | The invisible majority? Older models in UK television advertising |
| Journal: | International Journal of Advertising
2006 : VOL. 25:1, p. 87-106 |
| Index terms: | television advertising models old people |
| Language: | eng |
| Abstract: | This study takes a look at the results of the first content analysis using older models in UK primetime television advertising. Results show that older models are not portrayed as stereotypically old, they are under-represented in major roles and there is an apparent indisposition by marketers in some product categories to portray older models. |
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