ترجمه مقاله بازنمایی سالمندان در تبلیغات بازرگانی - نشریه Sage

Television viewing and magazine and newspaper reading have long been major leisure activities for people around the globe, including older adults (J. D. Robinson, Skill, & Turner, 2004). Advertising is ubiquitous in the general interest media and, hence, is an inescapable part of consumers’ media experiences. Statistics from the United States indicate that an average person views about 714 television commercials per week, or 37,000 per year (Bretl & Cantor, 1988). In combination with other forms of media, we are exposed to approximately 500 advertisements per day, 182,000 per year, and millions in a lifetime (Wilson & Wilson, 1998). In line with these statistics and motivated by a general interest in media’s roles in society and in people’s lives, social scientists have studied the content and effects of advertising (Lin, 1993; Morgan & Reichert, 1999; Pollay, 1983; Scott, 1994; Zandpour, Chang, & Catalano, 1992).Guided by a perspective that advertisements are not just about selling products, brand names, and services, researchers studying the content and effects of advertising are mainly concerned with the social influence of advertising, such as the images of different social groups (e.g., age, gender, and cultural groups) perpetuated by media ads and their potential influence on consumers’ perceptions and attitudes toward these social groups (D. Miller, Leyell, & Mazachek, 2004; P. N. Miller, Miller, McKibbin, & Pettys, 1999; Roy & Harwood, 1997; Swayne & Greco, 1987). Moreover, the demographic growth of the older adult population in the past two decades in almost every nation, and an increased concern for older adults’ social, psychological, and physical well-being, have stimulated research specifically targeting media representations of older adults. Research in this area has examined advertising in the United States, the United Kingdom, Germany, China, and India. This article addresses each of these cultural contexts, but first we review relevant theoretical perspectives.