Introduction
Positive aspects of ageism in commercials
Positive aspects of ageism in magazines
Negative aspects of ageism in magazines
Negative aspects of ageism in commercials
100
There has been a focus on youth in the media. True or False
True
100
Are elders represented during the day on the television?
Yes in the afternoon
100
In recent studies, older men have been portrayed more as ________ in magazine advertisements
Masculine
100
Give an example of a magazine advertisement
dentures, arthritis, laxatives
100
Who are underrepresented in advertisements?
Women underrepresented apposed to men. Elders are underrepresented as well
200
People aged 55+ are the biggest contributors to the economy. True or False
True
200
What percent of elder actors are seen as successful, happy and good?
40 %
200
Are men or women positively presented in magazine advertisements
Men
200
What Kind of magazine advertisements are elders more likely to be seen in?
Health, food, consumer service and household products
200
What is aging associated with as seen in television commercials?
Increasing evil, failure and unhappiness
300
Youth is the ____ _____ in advertising?
The Holy Grail
300
Who found older adults to be presented in a more positive manner on television than they have been in the past
Cassata Waters and Huck
300
The negative stereotypes of elders in magazine advertisements may lead people to avoid contact with people of what age?
50 and older
300
What is an impact these advertisements have on older adults?
Causes them anxiety and tension
400
Elders are being _______ in the media
Underrepresented
400
Name 2 positive stereotypes of older adults portrayed in commercials
perfect grandma, golden agers, activist, small-town neighbor etc
400
give 2 examples of characteristics used to define elders in magazine articles.
Grey hair, appear to be retired, have grand children, balding or losing hair, using cane or wheelchair
400
Give 3 examples of when were elders are more positively influenced by a magazine advertisement?
Image included a physically attractive, active, clever, vibrant, or humorous individual
400
Name 3 stereotypes of older adults that are portrayed in commercials:
Despondent, Vulnerable, Impaired, Self-Centerd, warm and incompetent, feeble, foolish, inept, etc.
500
The topic of ageism in the media has been challenged from a variety of scholars? True or False
True
500
What type of media is seen to have the biggest impact?
Television commercials
500
What is the cultivation theory?
when individuals are exposed to negative or offensive portrayals of older individuals in the media develop a distorted view of realities of elders.
500
What happens (with the majority of commercials) to the memory of older adults who identify within their group?
Their memory declines and they perform less effectively in society
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